Integrated Marketing Has a Standard. We Created it.
The PESO Model® is a registered trademark of Spin Sucks.
The PESO Model® is the operating system Fortune 500 teams, 100+ universities, and 1,400+ certified professionals use to connect paid, earned, shared, and owned media—and prove what it returns.
Paid
Paid Media
- Reach to qualified audiences
- Cost per qualified lead
- Return on ad spend
- Sales pipeline influence
Earned
Earned Media
- Message inclusion
- Domain authority
- Backlink quality
- Referral traffic quality
- Sales influence from coverage
Shared
Shared Media
- Conversation depth
- Advocacy indicators
- Sentiment trends
- Message adoption
- Community participation rate
- Conversion from social referrals
Owned
Owned Media
- Domain authority growth
- Expertise recognition
- Content-to-sales pipeline tracking
- Return visitor rate
- Conversion rate by content type
- Customer journey acceleration
Co-developed with the S.I. Newhouse School at Syracuse University · Taught at 100+ universities · 1,400+ certified professionals in 15 countries · Used by Fortune 500 brands and global agencies
Paid, earned, shared, and owned aren’t four teams. They’re four functions of one system.
Each one makes the others work harder. Earned media builds the authority that makes owned media rank—and makes AI cite you. Owned media gives paid something worth amplifying. Shared media tells you what’s landing before you spend more on it.
Run them as four programs and you buy reach you already had. Run them as one system and every dollar compounds.
That’s the difference between a framework and an operating system. A framework is a diagram. An operati
It’s more than a framework.
It’s your marketing operating system.
Four Teams. Four Strategies. For Different Sets of KPIs. One Brand Paying for it.
Paid reports on ad spend.
Earned reports on coverage.
Social reports on engagement.
Nobody reports on the business, so when the CFO asks what marketing returned this quarter, the room goes quiet. That’s not a talent problem. Your people are good. It’s an architecture problem, and you can’t hire your way out of it.
How to Level-Up with PESO
Ready to lead integrated strategies that drive business outcomes? The PESO Model is built for ambitious enterprises and forward-thinking pros who want to modernize their approach and demonstrate measurable results.
License the PESO Model
Using PESO to power client work, internal training, or strategic planning? A license ensures legal use and gives access to exclusive tools and guidance.
Train Your Teams
Master the PESO Model with expert-led programs designed to upskill teams and align strategies across functions.
Strategic Implementation
Put strategy into motion. Hands-on guidance helps teams operationalize the PESO Model across departments and workflows.
PESO Model Certification®
Build fluency in integrated MarComm. The certification equips you with the skills, tools, and confidence to lead.
Educational Use & Commentary
Bloggers, journalists, professors, and students can freely use the PESO Model in non-commercial contexts (just credit the source).
Want to get really good at PESO?
Enterprise Solutions
Supporting Scalable Growth and Cross-Functional Integration
Whether you need AI-powered tools, embedded strategic support, or executive team enablement, Spin Sucks offers the infrastructure and expertise to operationalize PESO across your organization.
These solutions help enterprise teams streamline workflows, upskill talent, and drive measurable ROI at scale.
AI-Powered Tools
Automate the repetitive. Enhance your team’s capabilities. Explore custom GPT tools and AI-driven systems built to work within your PESO Model strategy.
Strategic Implementation
Turn strategy into action. From campaign planning to operational rollout, build PESO into your systems, processes, and outcomes.
Executive Development
Support your leadership team with coaching, consulting, and strategic advice to embed integrated thinking at the top.
Team Training
From onboarding new hires to upskilling pros, get scalable training options mapped to the PESO Model.
Licensing
Secure the legal right to use the PESO Model in internal training or enterprise operations, with access to premium tools and resources.
The Free AI-Powered PESO GPT
Your always-on PESO Model strategist.
It’s like having a PESO-certified strategist on demand, built by the people who invented the Model in the first place.
Who We Work With
Spin Sucks has helped leading brands and agencies operationalize PESO—from Fortune 500 brands and top-tier universities to agencies and solopreneurs.
Spin Sucks helped us do what every CMO talks about but few actually pull off—turn marketing into a measurable, strategic growth engine that delivered 6x performance improvement with the same resource investment. PESO isn’t just an operating system. It’s a competitive advantage.” — CMO, Fortune 100 Brand
I just received great feedback from a partner in Global Customer Office (operations) saying that while your Insight Circle doesn’t relate directly to his work, he found it really aspirational and inspirational! He came to learn more, and you exceeded his expectations.” — Learning Professional, Fortune 100 Pharma Brand
We started thinking about PESO as a way to ensure all media types are covered during our campaigns instead of leading with paid and bolting on other tactics. You’ve given us a completely new way of working that has infiltrated our daily workflows.” — CCO, Fortune 200 Financial Services Brand
During the PESO training sessions with you and your team, we had an internal goal of having 100% participation from a certain segment of marketers. Not only did we reach that goal, but we had a big cohort of optional learners, too.” — SVP of healthcare marketing, leading healthcare facility
Your Insight Circles were the most well-received training we’ve ever done. You averaged 150 attendees—during the summertime!—which is unheard of during normal business cycles, let alone in the middle of summer vacations.” — SVP, consumer marketing, Fortune 100 pharma brand
Explore & Learn
Toolkits, trends, and thought leadership to help you apply PESO and lead an integrated strategy.
Books
Explore books by Gini Dietrich, including deep dives on the PESO Model and modern MarComm strategies.
Blog
Smart, practical, and (let’s be honest) kind of funny. Stay current on trends, tactics, and leadership with 100,000+ readers.
Podcast
Get insights on PESO, leadership, and the evolving marketing landscape with Gini Dietrich.
Videos
Watch fireside chats, expert interviews, AMAs, and more — designed to make integrated marketing and comms practical and powerful.
Community
Ask questions, share wins, get feedback, and connect with peers.
Have Questions?
Reach out. We’re here to help. Email us at support@spinsucks.com.