Get ready for the understatement of the year—things are changing and changing fast! I know, I’ll give you a second.
This is true for almost everyone, but especially for marketing and communications teams. We face more pressure than ever to do more with less, prove value, and drive outcomes, not just activities.
While technology offers more channels, tools, and data than we could have ever imagined, the challenge has shifted from volume to cohesion. From being tactically-minded to strategy-focused, and ensuring that you’re working smarter, not harder.
Spin Sucks has long been a trusted voice for marketers and communicators ready to make these shifts. Now, we’re turning that insight into action by delivering integrated implementation services for enterprise teams that need more than inspiration—they need execution.
Spin Sucks has always stood for smarter, more ethical, more effective work, and the PESO Model® is at the heart of that mission. Plus, I would say (and many would agree) that when you think about the most influential voices in modern communications, Spin Sucks founder Gini Dietrich’s seems to always rise to the top.
Gini didn’t just build a blog; she built a movement. A place where thousands of professionals around the globe come together to learn, grow, and push our industry forward. And for years, Spin Sucks has been the go-to destination for marketing and communications professionals looking to elevate their work and lead with strategy.
But now we’re doing something more. We’re delivering enterprise-level PESO Model licensing, implementation, and training services to help organizations turn inspiration into execution and strategy into systems.
Turning PESO Model Strategy into Enterprise-Wide Action
And here’s the fun part—that’s where I come in!
I’m thrilled to share that I’ve officially joined the Spin Sucks leadership team as Chief Integration Officer. In this role, I’m leading the charge to help enterprise organizations bring the PESO Model to life. That means building systems that connect siloed teams, align strategy with execution, and operationalize integrated marketing and communications from the inside out.
And to be clear, my job isn’t to hand over a framework and wish you luck. It’s to work side-by-side with your teams to implement the PESO Model framework in ways that make sense for your organization.
This role brings together everything I’ve spent the last 20+ years doing: helping large, complex organizations create integrated strategies that align with business goals and drive results. I’ve worked in various industries, ranging from technology and public sector programs to consumer brands, and across all of them, I’ve implemented the PESO Model as the foundation of integrated, measurable programs.
Whether leading strategy for fast-moving marketing teams or building structure within highly matrixed enterprises, I’ve seen what works—and what gets in the way.
This next chapter for Spin Sucks isn’t just exciting, it’s industry-changing.
Connecting Strategy and Execution with Integration Leadership
Marketing and communications teams most often know what they want to achieve, but sometimes they don’t know how to get there. We’ve all been there before. A communications team creates a brand narrative when the paid media team launches an ad campaign that takes a left-hand turn without notice. Or a content team creating assets with no feedback loop from analytics, leading to wasted time and effort.
The landscape is not getting less complicated. From global technology companies and large-scale government programs to theme parks and international sporting events—you name it, I’ve probably led a communications strategy for it.
My focus has always been on helping organizations unify their message and maximize their results. I’ve sat in boardrooms, war rooms, and sometimes even bathrooms to build strategies and lead cross-functional teams in executing strategic communications campaigns.
Through it all, one thing has remained crystal clear: integrated work isn’t just a luxury. It’s the backbone of effective, efficient, and measurable storytelling.
As we attempt to predict what lies ahead for marketing and communications professionals, we know that the future of communications isn’t just integrated; it’s operationalized. My new role is all about bridging strategy and action.
I tell colleagues and clients all the time—it’s one thing to understand the PESO Model, but it’s another to apply it consistently, with measurable outcomes, across complex enterprise structures. And honestly, that’s where most organizations hit a wall.
That’s why stepping into this new role for Spin Sucks feels like the most natural next chapter, and the most exciting. I’ve spent years bringing the PESO Model to life inside organizations big and small. Now, I get to help large enterprises integrate the framework and scale it.
And as is true with the PESO Model, this isn’t just about driving visibility for your company. This is about unlocking the full potential of your teams and giving them a shared roadmap to success, aligned with organizational objectives.
What the PESO Model Means for Your Business
The industry isn’t getting any less complicated. Juggling paid campaigns, earned coverage, social strategy, content, CRMs, email newsletters, digital campaigns, and more. If you know what I’m talking about, then I also bet you’ve likely run into the same problem: none of these functions are truly integrated. They’re siloed, disconnected, and likely underperforming.
The good news is that there’s a solution. The PESO Model works because it unifies all these media types into one integrated system, allowing you to work smarter, not harder.
But wait, there’s more! The brilliance behind the PESO Model isn’t just integration; it’s what integration unlocks for your organization.
Let’s be real, leaders can’t afford guesswork. The PESO Model unifies tracking and reporting across media types so teams can see which efforts are driving results, whether that’s boosting inbound leads, increasing share of voice, or growing reputation equity.
And we’ve all seen how redundant content development and disjointed campaign planning can drain resources without delivering a return on investment. The PESO Model helps teams map workflows, repurpose assets, and create integrated content calendars that eliminate inefficiency. It also creates shared goals and messaging frameworks that bring teams together, reducing friction and elevating brand clarity, all while linking marketing and communications to business objectives.
For enterprise organizations, those benefits don’t just elevate the marketing and communications function; they strengthen the entire business. After all, it’s not just communicators and marketers who need alignment. The PESO Model empowers marketing, sales, communications, operations, executive leadership, product teams, and others to row in the same direction.
Communications Has Evolved, So Your Frameworks Need to Catch Up
Let’s face it, marketing and communications have changed, and they’ve changed a lot. And I’m not talking about the last couple of decades. How about the last couple of years? Even so, I do remember the days when PR was about press clippings and events or releases and publicity. But no more! We’re in a much more diverse and complicated world, which means we need to evolve, too.
Today’s communicators are expected to deliver measurable results, support complex strategies, and adapt messaging and campaigns to changing consumer behavior. Communications leaders are no longer just those who make the brand look good; they’re expected to drive it forward.
However, with this evolution comes new expectations. Stakeholders demand data, executive teams need attribution, and CEOs want clarity on how our efforts contribute to revenue and reputation— notice which one comes first.
The PESO Model isn’t just about putting content into different buckets; it’s about building an integrated system that connects creativity, storytelling, analytics, and business outcomes. It enables marketers and communicators to be both artists and scientists, elevating the teams from tactical doers to strategic thinkers.
Helping Enterprises Bring the PESO Model to Life
Even organizations that succeed at strategy often fail at execution. That’s where we come in! Not just as consultants or strategists, but as partners who roll up their sleeves to work alongside your teams and turn great ideas into operational systems that scale.
Our work begins with understanding how your teams operate. Then, we collaborate to create systems that reflect your realities while moving toward a more integrated approach. It’s not just implementation; it’s transformation, rooted in strategy and tailored to your enterprise.
That means aligning cross-functional teams around one cohesive strategy. It means streamlining content planning so your paid media amplifies your owned content, your earned media creates shareable social moments, and your data guides every step of the process. It means building dashboards and reporting tools that tell the story of your impact.
And it means solving real challenges, like breaking down silos, eliminating redundancies, and helping your team do more with less while proving the value of communications across the organization.
Now, there’s no one-size-fits-all solution when it comes to implementation. But there are proven best practices, frameworks, and playbooks that can guide the way. The years I’ve spent developing and executing PESO Model campaigns across industries have taught me that integration isn’t a luxury. It’s a necessity. Plus, large organizations can’t afford to operate without systems that bring clarity, accountability, and alignment to their marketing and communications efforts.
Building a PESO Model Focused Future of Communications
The future of our industry isn’t about more noise; it’s about leveraging a smarter strategy and way of thinking. The industry needs it, and enterprise marketing and communications is ready for a new era. One where strategy is clear, teams are aligned, and outcomes are measurable.
But building systems that last, creating alignment that sticks, and bringing teams together isn’t easy, but it’s possible! The PESO Model enables enterprises to identify and support campaigns that drive real results.
And I’m excited to be a part of the team that helps make that a reality!
Staying Connected During Your PESO Model Journey
Whether you’re just beginning to explore the PESO Model or ready to integrate it across your organization fully, we’re here to help. If you’re not already connected, here are some ways to get involved:
- Join the Spin Sucks Community!
- Follow Spin Sucks on LinkedIn, Facebook, Instagram or Twitter.
- Be sure to connect with me on LinkedIn.
