When I created the PESO Model©, I envisioned a framework that would revolutionize how we approach marketing and communications—one that would help us provide consistent and tangible results while measuring our work in ways executives care about. I didn’t anticipate how many would misinterpret it as simply a checklist of tactics rather than a powerful integration engine.
My team and I have had countless conversations with professionals who are so excited to tell us they use the PESO Model. They describe that they’re running social media campaigns, publishing blog posts, sending news releases, and boosting posts on LinkedIn. And they exclaim, “We are big fans of the PESO Model!”
I love this…and hate it all at once. I LOVE that people are excited about the PESO Model. I hate that so many completely miss its magic. The PESO Model framework is not choosing tactics from each media type. The framework’s real magic and its true power is in the integration.
This fundamental misunderstanding isn’t just an academic concern—it has real business implications. Organizations implementing the PESO Model tactically might see modest improvements in individual channel performance, but they’re missing out on the compound effects that proper integration creates. They leave significant value on the table and often work harder than necessary for suboptimal results.
The Current State of Channel-First Marketing
Despite the increasing sophistication of all things marketing, many remain trapped in a channel-first mindset that fragments marketing efforts and diminishes results. I’m sure you’re accustomed to doing your job in isolation with your own metrics, goals, and strategies that may or may not align with broader business objectives. That’s just how most business is done today. It’s not right, but it’s how it’s done.
Tell me if this sounds familiar: social media teams focus solely on engagement metrics, PR teams count media mentions, content teams measure page views, and the search engine marketers get all the credit because they can track clicks to sales. And they miss opportunities for cross-channel amplification. Teams become experts in their respective channels—which is great; we need experts—but struggle to see or seize opportunities for integration that could multiply their efforts.
Organizations default to this type of tactical thinking for several reasons. First, managing and measuring individual channels is easier than coordinating across them. Second, traditional organizational structures often reinforce these silos, with different teams or agencies handling different channels. Third, the pressure for quick wins and immediate results pushes teams toward activities that show immediate metrics rather than building integrated strategies that yield compound returns over time.
When Geoff Livingston and I wrote Marketing In the Round a hundred years ago (OK, it was only 12 years ago, but it feels like a thousand years ago), the thesis of the entire book was how to break down silos and work collaboratively. It was the precursor to the PESO Model, which requires you to do so, even if you’re not the one executing all of the work.
That’s because the real cost of working in silos is that the customer journey becomes fragmented and inconsistent, while messages lose power through lack of reinforcement across channels. Valuable opportunities for cross-channel amplification go unrealized, and data remains trapped in channel silos, preventing deeper audience insights. Perhaps most critically, ROI suffers as efforts duplicate rather than complement each other.
This current state isn’t just suboptimal—it’s increasingly unsustainable in a marketing landscape where customers expect seamless experiences across all touchpoints.
There is good news, though. Recognizing these patterns is the first step toward transformation. The challenge isn’t in identifying the problem—it’s in breaking free from these deeply ingrained practices and moving toward a truly integrated approach.
Understanding True PESO Model Integration
Now that we’ve identified the problem, we can fix it. This isn’t something you can do alone—you have to get your team, agencies, colleagues, peers, bosses, and their bosses aligned. So it’s not going to happen overnight, but if you plant your PESO Model tree now, you’ll have fruit by year’s end.
To understand how to do that, you have to first understand that integration isn’t merely using multiple channels simultaneously—it’s orchestrating them where each element amplifies the others.
Let me show you how this happens in practice. A piece of original research (owned media) becomes the foundation for a comprehensive earned media strategy, with key findings packaged into media-friendly stories. These earned media placements fuel social media conversations, while paid amplification targets specific decision-makers who engage with the content.
The increased visibility drives organic search traffic to the original research and any content (blog posts, videos, podcast episodes) you created to accompany it. You might capture leads who are nurtured through targeted paid, shared, and owned channels. Each element builds upon the others, creating a virtuous cycle of visibility, engagement, and conversion. And, more importantly, hits your target audiences no matter where they are with the same messaging.
Let me give you one more example. Let’s say you’re launching a new product. A tactical approach might involve distributing a news release, writing a blog post you share on social media, and running some ads—each operating independently.
An integrated approach, however, orchestrates these elements strategically: the news release includes original data that journalists find compelling, resulting in media coverage amplified through paid social targeting ideal customers. The social engagement signals boost organic search rankings for related owned content, while the media coverage adds credibility to paid campaigns, improving conversion rates.
The magic happens when this all works together. A well-executed earned media hit doesn’t just generate coverage—it provides social proof for paid campaigns, content for owned channels, and material for social sharing.
Paid promotion doesn’t just drive traffic—it generates data that informs earned media pitches and optimizes owned content.
Shared media doesn’t just engage audiences—it amplifies earned coverage and drives traffic to owned properties.
And owned media doesn’t just tell your story—it provides thought leadership that can be amplified through paid, earn the third-party rubber stamp, and engage audiences.
Each element strengthens the others, creating a marketing ecosystem greater than the sum of its parts.
How Integration Creates Compound Effects
Strategic integration requires a robust framework for repurposing content across the PESO Model channels. Here’s how to do it effectively:
- Start with owned media: Create cornerstone content like blog posts, articles, podcast episodes, videos, and/or research reports.
- Leverage for earned media: Adapt findings into news releases or story pitches.
- Maximize shared media: Design infographics, short-form videos, or posts to share insights on social platforms.
- Amplify with paid media: Invest in targeted ads or boosted posts to ensure your content reaches the right audiences and gets you in front of new ones.
Repurposing allows you to stretch resources while maintaining a consistent voice, maximizing ROI, and adapting to audience preferences across channels.
But that’s not all! If you act now, you can also optimize resources and get a Cutco knife, too! By fully integrating the model, you will have time efficiencies, cost savings, and data synergies. By building processes that unify efforts, teams achieve greater results without requiring proportional increases in budget or time. This means it’s applicable for every team—big or small. All you need is a compelling piece of content to start and away you go
Measurement Beyond Channel Metrics
The PESO Model was designed to solve one of our industry’s biggest challenges: proving the value of our work in terms that matter to executives. Yet, too many practitioners still rely on isolated channel metrics—media impressions, likes, clicks, shares, and even (gasp!) AVEs—that don’t tell the full story of how their efforts drive business results. Measuring the results in the PESO Model requires going deeper, integrating data from across the ecosystem, and focusing on outcomes that matter.
To do that, you must integrate your data across paid, earned, shared, and owned media. Forget separate reports for social, PR, search engine marketing, and content teams. Instead, bring everything together into a single dashboard that gives you a holistic view of performance.
The foundation of this framework is unified objectives. Whether your goal is to generate leads, increase market share, get to peak sales faster, or boost customer retention, every metric you track should connect directly to these outcomes.
Next, look for metrics that reflect cross-channel synergy—such as how earned media coverage drives traffic to your owned properties or how paid media amplifies shared campaigns.
Finally, focus on reporting that ties your efforts to business results, moving away from vanity metrics like follower counts to strategic KPIs like conversions, customer lifetime value, and ROI.
Metrics to Track
To give you an idea, there are some things you can track for specific goals:
- For brand awareness, track share of voice, sentiment, or market share.
- To measure engagement, look beyond individual platforms to cross-channel metrics like time on site, content shares, or newsletter sign-ups.
- Conversion metrics like lead generation, sales, and cost per acquisition are critical for proving ROI.
- And don’t forget retention and advocacy—customer lifetime value, repeat purchases, and positive reviews are the ultimate proof that your integrated strategy is driving sustainable growth.
The beauty of the PESO Model is that it’s measurable in ways that matter to decision-makers. By shifting from isolated channel metrics to an integrated approach, you not only demonstrate the value of your work but also position yourself—and your team—as a critical driver of business success.
That’s what the PESO Model is all about: creating strategies that work together to build authority, trust, and results. It’s not about choosing tactics from each media type and calling it a day.
Common Integration Pitfalls
As exciting as the potential of the PESO Model is, achieving full integration isn’t without its challenges. Too often, organizations stumble over common pitfalls that can derail their efforts. By identifying and addressing these obstacles early, you can position yourself for long-term success.
Organizational Silos and How to Break Them
As we discussed at the start, the number one barrier to integration is organizational silos. Marketing, PR, social media, and digital teams often operate independently, with their own goals, metrics, and workflows. This fragmentation not only wastes resources but also leads to disjointed messaging and missed opportunities for amplification.
Breaking down silos requires intentional collaboration and, in some cases, a real focus on change management. Start by aligning teams around shared objectives tied to business outcomes. Regular cross-functional meetings, shared dashboards, and integrated planning sessions can create a culture of collaboration where the PESO Model thrives.
Technology Stack Fragmentation
Another common challenge is technology fragmentation. Many organizations use separate tools for email marketing, social media management, PR outreach, and analytics, making it nearly impossible to get a holistic view of performance.
The solution?
Invest in an integrated technology stack. Platforms that consolidate functionality across channels—or that can easily integrate via APIs—streamline workflows, reduce redundancies, and provide a unified view of data.
This doesn’t mean replacing every tool overnight, but it does mean ensuring your tech works together to support your goals. And if your team is small or you’re a team of one, your technology stack should be Google Analytics. That’s all you need. And if you have trouble gaining access to analytics, send the gatekeeper to me. I’ll get you access! It’s a non-negotiable.
Skills Gaps in Teams
Even with the right processes and tools, integration can falter if teams lack the necessary skills. The PESO Model requires expertise across multiple disciplines—PR pros need to understand paid media, social teams need to grasp SEO, and marketers need to think like storytellers.
Addressing these gaps starts with professional development. Invest in training that builds cross-functional expertise, and consider certification programs that give your team the skills to execute an integrated strategy effectively.
Budget Allocation Challenges
Finally, integration efforts often run into budget roadblocks. Teams accustomed to working within their own silos may hesitate to share budgets or reallocate funds for integrated campaigns.
To overcome this, tie budget conversations to measurable business outcomes. Demonstrating how an integrated approach improves ROI can help stakeholders see the value of pooling resources and investing in the PESO Model.
The Role of Professional Training
And speaking of certification programs, this is a game-changer for PESO Model success.
The PESO Model demands a diverse skill set. Teams need to understand media planning, digital analytics, SEO, storytelling, and more. Training programs can help bridge these gaps, ensuring your team has the expertise to execute integrated campaigns effectively.
Certification adds structure and credibility to your efforts. Last year, we began to see job descriptions requiring PESO Model knowledge to be considered. This is going to evolve into requiring the certification.
This is because it provides a proven framework, advanced strategies, and real-world examples to help you deliver measurable results. The PESO Model Certification also signals to stakeholders that you are committed to excellence.
The investment in training pays off in measurable ways: better campaign performance, stronger team collaboration, and improved ROI. When your team knows how to leverage the PESO Model fully, the results speak for themselves.
The Integration Magic of the PESO Model
The PESO Model isn’t just a framework; it’s a competitive advantage. When implemented effectively, it delivers consistent messaging, amplifies results across channels, and ties communications efforts directly to business outcomes.
If you’re ready to unlock the full potential of the PESO Model, start by assessing your current state and building an integration plan.
Invest in in-house training (which we do) or the PESO Model Certification, which is only offered through us as the copyright owners. By doing this, you’ll equip your team with the skills they need and commit to breaking down silos and building a culture of collaboration.
