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
Spend that compounds instead of evaporating.
- Budget behind what’s already proven
- Stop paying for reach
- Defend the budget
Earned
Earned Media
Third-party credibility that AI repeats.
- Credibility you can’t buy
- Authority signals for search and AI
- Coverage you can trace to results
Shared
Shared Media
Find out what’s working first
- Real-time evidence
- Early warning system for reputation issues
- Advocates who carry your message
Owned
Owned Media
The media that appreciates over time.
- An asset that keeps working
- Expertise everyone evaluating you consumes
- Content built around your goals
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
Four Teams. Four Strategies. Four Different Sets of KPIs. One Brand Paying for it.
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.
Paid Media
Paid reports on ad spend.
Earned Media
Earned reports on coverage.
Shared Media
Shared reports on engagement.
Owned Media
Owned reports on traffic.
Paid, earned, shared, and owned aren’t four teams. They’re four functions of one system.
Each one makes the others work harder. Owned media gives you the opportunity to tell your story, in your words, with your experts and your data. Earned media builds the authority that makes owned media rank, and makes AI cite you. Shared media tells you what’s landing before you spend more on it. And paid media amplifies what’s working to new audiences.
Run them as four programs from four different teams, 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 operating system has inputs, sequence, owners, and metrics.
It’s more than a framework. It’s your marketing operating system.
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?
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
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.
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.