Services

The Sotto Difference

We sit at the intersection of Fractional CMOs, Marketing Agencies, and Consulting Firms, bringing the strengths of all three under one company. Unlike a traditional agency that delivers content or a consultant who advises and walks away, we work alongside your team to build a scalable marketing system designed for increasing revenue.

Engagements are structured as long-term partnerships that become more cost-efficient over time, as Sotto’s role scales down naturally as your internal team’s capabilities increase, reducing spend.

Year 1

Audit

The audit phase is designed to give us a complete picture of where your company stands in its marketing journey.

Over 3–5 days on-site, we take the time to learn about your business, the products you sell, and your current marketing campaigns. This includes interviews with C-suite executives, sales staff, and marketing personnel to ensure a well-rounded understanding of the company. From there, we produce a State of the Marketing Report and present the findings directly to the CEO, followed by a dedicated session with the marketing team.

✅ Time On Site

✅ State of the Marketing Report

✅ Learn Highest ROI Activities

What the Audit Covers:

On-site engagement — 3 to 5 days spent at your location to gather information firsthand
Company & product discovery — Learning the specifics of your business, offerings, and marketing history
Stakeholder interviews — Conversations with C-suite, sales, and marketing staff to build a full picture
State of the Marketing Report — A comprehensive analysis of how your current marketing is performing, built using data from your existing marketing team
ROI Activities List — A prioritized plan of action:
- Now — Immediate activities to begin increasing revenue
- Next — Near-term initiatives to build momentum
- Later — Longer-term strategies to sustain and grow results

Strategy

With the audit complete, the strategy phase translates what we’ve learned into a clear, actionable plan.

Using our proven framework, we work alongside your team to define your ideal customer, identify the markets that best fit your products, and determine how your budget can be most effectively allocated across top ROI activities. We establish yearly goals, then break them down by quarter and assign ownership to specific team members. The completed strategy is then presented to the CEO in a dedicated meeting, followed by a session with the broader marketing team.

✅ Strategy Framework Document

✅ Production Plan

✅ Set Year 1 KPIs

What the Strategy Phase Covers:

Ideal customer & market definition — Collaborating with your team to pinpoint your best-fit customers and target markets
Budget review & allocation — Assessing available spend to determine how far your budget goes across priority ROI activities
ROI Activity Plan — A structured list showing which activities will be completed, the timeline to completion, and which subject matter experts (SMEs) are required
KPI development — Defining measurable key performance indicators so progress can be tracked and reported
Quarterly production — Goals divided by quarter with assignments to specific team members for accountability

Process

With the strategy in place, the process phase focuses on how work actually gets done and how to make it faster and more efficient.

We map your workflows from start to finish, analyze each step for inefficiencies, and clearly define roles so every member of the marketing team knows exactly what they own. We also evaluate your current technology stack to identify tools and AI-driven solutions that can streamline operations. The result is a well-organized, transparent production system that keeps the entire team aligned and accountable.

✅ AI Tools

✅ Marketing Team Activity Planner

✅ Define Team Member Roles

What the Process Phase Covers:

Workflow mapping — Learning how tasks are completed from start to finish to ensure work is being done in the most efficient way possible
Role & responsibility definition — Clearly defining who does what on the marketing team, giving every member a distinct role and job description
Production task board — Creating a shared task board where all work is listed, visible, and trackable so the entire team has clarity on what is being worked on at any given time
AI integration review — Evaluating where artificial intelligence tools can be introduced to automate or accelerate current processes
Tech stack assessment — Reviewing existing software and discussing which tools can be better utilized or replaced to support more effective workflows

Coaching

The coaching phase focuses on developing the people behind the work to build a skilled marketing team.

We create a personalized certification and training plan for each staff member, designed to make them the best in their role. Through a structured coaching framework, we assess individual strengths, identify areas for growth, and map out a clear development path. Monthly coaching sessions, education recommendations, and a transparent tracking system ensure progress stays visible and consistent.

✅ Educational Plan for Each Marketing Member

✅ Monthly Coaching Sessions

✅ Sotto Certification

What the Coaching Phase Covers:

Custom Sotto Certification plan — A personalized certification program built for each staff member to help them excel in their specific role
Monthly training meetings — Regularly scheduled coaching sessions with Sotto staff to provide ongoing guidance, accountability, and skill development
Education tracking board — A shared board where completed and in-progress education is logged and visible across the team
Course & conference recommendations — Curated suggestions for online courses and in-person events tailored to each team member’s role and goals

Knowledge

The knowledge phase addresses one of the most common challenges in growing organizations: critical information living in people’s heads rather than in a system everyone can access.

We build a centralized Company Wiki that serves as a single source of truth, eliminating tribal knowledge and giving every team member reliable access to the information they need. Starting with product documentation, we partner with each department to identify content owners and establish a clear, maintainable schedule for keeping the Wiki accurate and up to date.

✅ Internal Single Source of Truth

✅ Internal Wiki Page Framework

✅ Schedule for Updates

What the Knowledge Phase Covers:

Centralized Company Wiki — Building a single, organized hub that serves as the internal source of truth for company knowledge
Kill tribal knowledge — Capturing information that currently lives with individuals and making it accessible to the entire organization
Product documentation — Starting with core product information as the foundation of the Wiki, including:
- Technical data tables
- Photos and videos
- Product videos
- Related documents
Maintenance schedule — Establishing a structured plan with clear owners for regularly updating and expanding Wiki content to ensure it remains accurate and relevant

Data

The data phase replaces guesswork with clear, real-time visibility into how your sales and marketing efforts are truly performing.

We connect your CRM and marketing platforms to Power BI to deliver intuitive dashboards that track key KPIs across sales and marketing. Before building, we clean and standardize your underlying data sources to ensure every metric is accurate and trusted. We then train your sales staff on how to read and act on the dashboards so insights consistently drive better decisions and stronger results.

✅ Clean CRM Data

✅ Power BI Dashboard

✅ Staff Training

What the Data Phase Covers:

Sales and marketing dashboards — Building real-time Power BI dashboards connected to your CRM and marketing platforms for clear performance visibility
Data cleaning and standardization — Auditing and organizing underlying data sources, especially the CRM, so metrics are reliable
KPI tracking — Monitoring key sales and marketing performance indicators for the current year in one centralized view
Individual and team accountability — Making performance transparent across sales associates so wins, losses, and trends are visible at every level
Dashboard training — Equipping sales staff with the knowledge to read, interpret, and act on dashboard insights to continuously improve results

Communication

The communication phase builds the structure that keeps your marketing team aligned, connected to sales, and visible across the entire company.

We establish clear, consistent communication systems that reduce confusion and eliminate silos. By defining meeting rituals, standardizing project communication, and creating dedicated channels between teams, we create a foundation where collaboration becomes a habit rather than an afterthought.

✅ Regular Meeting Cadence

✅ Sales and Marketing Partnership

✅ Eliminate Silos

What the Communication Phase Covers:

Marketing team meeting rituals — Defining a regular meeting cadence and structure that keeps the marketing team aligned, accountable, and moving in the same direction
Project communication standards — Establishing clear methods and tools for how projects are communicated, updated, and tracked within the marketing team
Company-wide transparency — Creating a communication approach that keeps the broader organization informed about marketing’s role, current projects, and ongoing contributions
Silo elimination — Standardizing how and when teams communicate to break down barriers between departments