The very fast heat rise suggests that it's not an airflow problem - the heatsink should be able to sink heat for a good 20-60 seconds with zero fan before you reach 90 degrees. So I think your problem is getting the heat TO the heatsink.
Did you do the thermal paste right? The right way: clean off everything with alcohol; put a single dot of paste the size of a BB (or less!) right on the middle of the chip; squish the heatsink straight on.
Don't spread the paste around - this will guarantee air pockets which ruin the cooling. This is the #1 noob mistake. Don't use any more than a BB size - thermal paste isn't actually a good heat conductor, it's just better than the rough surface of the chip and heat sink, so you want the paste as thin as possible. Don't move the heatsink around: you don't need to smear it over the whole chip. 90% of the heat is right in the center.
this is totally accurate good information. I've seen so many people cake that stuff on and use half a tube