--- title: "Your company's marketing, driven by goals, data and method." url: https://studiosalatino.com/en/presentation/ description: "Studio Salatino’s method in a few slides: the problem in figures, the method, the benefits, the journey, demos of the services and the client area, and how…" updated: 2026-10-19 source: Studio Salatino di Salatino Domenico --- [![](https://studiosalatino.com/brand/7103edb55e143629-h104.png)](https://studiosalatino.com/en/) 01 / 12Cover [Book a discovery call](#contatto) [Back to the website](https://studiosalatino.com/en/) [Cover](#copertina)[The problem](#problema)[What happens in SMEs](#cause)[Our method](#metodo)[The benefits](#benefici)[The process](#percorso)[Service demos](#servizi)[Client area demo](#piattaforma)[What we add](#risorse)[Case studies](#casi)[Who works with you](#consulente)[The first step](#colloquio) Studio Salatino · Marketing consulting for SMEs # Your company's marketing, driven by goals, data and method. How we work, what you get and how to get started, in just a few minutes. Prepared for [Start](#problema) or scroll 02 The problem, in figures ## Does any of this sound familiar? These are the doubts we hear most often from SME owners. The data shows you’re not alone. ### “I invest in marketing, but I don’t know what actually pays off.” Campaigns, social media and the website cost money every month, but the link to revenue and new customers remains unclear. 53% of marketing decisions are influenced by data analysis: almost half are made some other way. [Source: Gartner, Marketing Analytics Survey 2022](https://www.gartner.com/en/newsroom/press-releases/2022-09-15-gartner-survey-reveals-marketing-analytics-are-only-influencing-53-percent-of-decisions) ### “I have reports and figures, but in the end I go with my gut.” Data is scattered across platforms and suppliers, and nobody turns it into clear decisions. 24% of cases: decision-makers follow their gut even when the data is available. [Source: Gartner, Marketing Analytics Survey 2022](https://www.gartner.com/en/newsroom/press-releases/2022-09-15-gartner-survey-reveals-marketing-analytics-are-only-influencing-53-percent-of-decisions) ### “The budget is tight and every mistake hurts.” There’s no room for trial and error: you need to know in advance where to put every euro and what to expect. 59% of marketing leaders say their budget is insufficient to deliver their strategy. [Source: Gartner, CMO Spend Survey 2025](https://www.gartner.com/en/newsroom/press-releases/2025-05-12-gartner-2025-cmo-spend-survey-reveals-marketing-budgets-have-flatlined-at-seven-percent-of-overall-company-revenue) ### “Digital and AI are moving fast, and I’m afraid of falling behind.” New tools every month and little time to work out which ones your business really needs. 8.2% of Italian businesses with at least 10 employees use Artificial Intelligence, compared with an EU average of 13.5%. [Source: ISTAT, Enterprises and ICT, 2024](https://www.istat.it/comunicato-stampa/imprese-e-ict-anno-2024/) Public sources. The Gartner research mainly covers medium-sized and large companies in North America and Europe: in SMEs, with fewer resources, the issue weighs even more heavily. 03 What happens in SMEs ## The problem is rarely the tools. It’s the lack of overall direction. ### Activity without strategy Posts, campaigns and websites spring from urgent needs or suppliers' proposals, not from measurable business goals. ### Those who do the work mark their own homework Often whoever runs the campaigns also measures their results – and earns more if the budget grows. ### Nobody holds the reins Suppliers, in-house team, tools and data stay siloed: nobody looks at the big picture and sets the priorities. [Agency, freelancer or consultant: how they compare](https://studiosalatino.com/en/#differenza) 04 Our method ## Neither agency nor freelancer: the management consulting method, applied to marketing Analysis, planning, coordination and performance control: just like a management consultant, but for your marketing. ### Goals first Revenue, margins, customers to win: marketing is a tool of strategy, not an end in itself. ### Independence We don’t sell campaigns and we don’t earn on the budget: we only recommend what’s needed and we measure those who deliver. ### Data-driven decisions Every choice starts from verified data, with its margin of error. ### One single point of direction In-house team, agencies and freelancers work to a single plan, with clear deadlines and responsibilities. [What management consulting is](https://studiosalatino.com/en/management-consulting/) 05 What you get ## Marketing that answers to the numbers – and that you control ### You know where every euro goes Budget tied to goals and to the channels that perform, with cost per result always in view. ### Results measured every month KPIs against the plan, variances explained and corrections agreed together. ### Complete transparency Documents, activities and figures in your client area, at any time. ### Aligned suppliers Clear briefs, shared goals and a single point of contact who coordinates. ### AI with governance We use Artificial Intelligence in our analysis and our work, in compliance with the EU AI Act and under human oversight. ### Skills that stay The method, data and documents stay with your business, even when the engagement ends. [Artificial Intelligence in marketing, with governance](https://studiosalatino.com/en/ai-in-marketing/) 06 The consulting process ## Six phases, from analysis to measured results - 1 ### Discovery questionnaire Free Tell us about your business, goals, market and budget: about 10 minutes online, and you can do it in several sittings. The information we need to prepare the call - 2 ### Discovery call Free A 45-minute video call with the consultant to see whether and how we can help you. An initial reading of the situation and a proposal - 3 ### Marketing audit We analyse data, channels, customer journey, customers and competitors: a snapshot of where you start from. Audit document with KPIs, findings and priorities - 4 ### Strategy and Marketing Plan Measurable goals, positioning, actions, budget and indicators, with the baseline calculated from the data. Marketing Plan for approval - 5 ### Implementation and coordination We plan the activities and coordinate your in-house team and suppliers using project management. Shared projects, tasks and deadlines - 6 ### Monitoring and reporting We measure results against goals, explain the variances and correct course. Periodic reports with KPIs and variances [The method, phase by phase](https://studiosalatino.com/en/method/)[The consulting programme, step by step](https://studiosalatino.com/en/marketing-consulting/)[Just need a sounding board? Consulting sessions](https://studiosalatino.com/en/marketing-consulting/consulting-sessions/) 07 Service demos ## What you receive, document by document Audit Strategy and plan Monthly report ### Marketing audit An objective snapshot to start from: channels, costs, conversions, customer journey, customers and competitors, with priorities for action. [Discover the audit →](https://studiosalatino.com/en/marketing-consulting/digital-marketing-audit/) Preview of a marketing audit as you receive it in your client area (sample data) ### Strategy and Marketing Plan Measurable goals with a data-based baseline, prioritised and budgeted actions, and KPIs with month-by-month targets. [Discover the plan →](https://studiosalatino.com/en/marketing-consulting/marketing-plan/) Preview of a marketing plan: goals with baselines, prioritised and budgeted actions (sample data) ### Implementation and monitoring Every month: results against the plan, variances explained and corrective actions agreed. [Discover monitoring →](https://studiosalatino.com/en/marketing-consulting/implementation-and-monitoring/) Preview of a monthly report: results and variances against the plan (sample data) 08 Client area demo ## Your client area: your journey, always under control Examples with fictitious data: in your client area you’ll find documents to approve, KPIs, activities and your consultant on chat. [Explore the client area](https://studiosalatino.com/en/platform/) 09 What we add ## More than consulting: guides, live sessions and training for your business Free, open-access content built on the same methods we use with our clients. In the client area you’ll also find courses and recordings of the live sessions. Guides Live sessions Articles Glossary [![](https://studiosalatino.com/media/094523cff4acc552.jpg) Basic guide · 6 minHow we measure results together](https://studiosalatino.com/en/guides/misurare-insieme/)[![](https://studiosalatino.com/media/f5cf41f3154ff226.jpg) Advanced guide · 8 minStrategy: market, audience and competitors](https://studiosalatino.com/en/guides/strategia-mercato/)[![](https://studiosalatino.com/media/e896509ebbf04cb5.jpg) Framework · 5 stepsCustomer journey (See, Think, Do, Care)](https://studiosalatino.com/en/frameworks/customer-journey-see-think-do-care/) [All guides →](https://studiosalatino.com/en/guides/) [![](https://studiosalatino.com/media/d22121ec8cfd46db.jpg) RecordingTuesdaySEO, GEO and AIO: measuring AI traffic in your Marketing Strategy](https://studiosalatino.com/en/events/seo-geo-e-aio-misurare-il-traffico-dell-ai-nella-strategia-di-marketing/) [All events →](https://studiosalatino.com/en/events/) [![](https://studiosalatino.com/wp-content/uploads/2026/09/Screenshot-2026-09-14-alle-12.03.47.png) 14 September 2026How many times has Artificial Intelligence already mentioned your business? Here's how we found out.](https://studiosalatino.com/en/news/quante-volte-lintelligenza-artificiale-ha-gia-citato-la-tua-azienda-ecco-come-lo-abbiamo-scoperto/)[![](https://studiosalatino.com/wp-content/uploads/2026/07/Cover-Articolo-Blog-AI-Governance-Studio-Salatino.jpg) 20 July 2026Regulating the Use of Artificial Intelligence in Business under the AI Act: What It Requires and What Changes from 2 August 2026?](https://studiosalatino.com/en/news/regolamentazione-utilizzo-intelligenza-artificiale-in-azienda-con-lai-act-cosa-prevede-e-cosa-cambia-dal-2-agosto-2026/)[![](https://studiosalatino.com/wp-content/uploads/2026/07/Cover-Articolo-Blog-Studio-Salatino-Bando-Doppia-Transizione-2026.jpg) 15 July 2026Bando Doppia Transizione 2026 (Italian twin-transition grant): non-repayable grants of up to €10,000 for businesses. Map of the calls and application checklist](https://studiosalatino.com/en/news/bando-doppia-transizione-2026-contributi-a-fondo-perduto-fino-a-10-000e-per-le-imprese-mappa-dei-bandi-e-checklist-per-candidarsi/) [All articles →](https://studiosalatino.com/en/news/) 123 marketing terms explained simply, from A to Z. Across the site you’ll find them highlighted in the text: hover over a term to read its definition. - [A/B test](https://studiosalatino.com/en/glossary/#a-b-test) - [AI agent](https://studiosalatino.com/en/glossary/#agente-ai) - [AI (artificial intelligence)](https://studiosalatino.com/en/glossary/#ai-intelligenza-artificiale) - [AIO (AI Overviews)](https://studiosalatino.com/en/glossary/#aio-ai-overviews) - [Appointments](https://studiosalatino.com/en/glossary/#appuntamenti) - [Attribution](https://studiosalatino.com/en/glossary/#attribuzione) - [Marketing audit](https://studiosalatino.com/en/glossary/#audit-di-marketing) - [Awareness](https://studiosalatino.com/en/glossary/#awareness) - [Backlink](https://studiosalatino.com/en/glossary/#backlink) - [Banner](https://studiosalatino.com/en/glossary/#banner) - [Benchmark](https://studiosalatino.com/en/glossary/#benchmark) - [Bounce rate](https://studiosalatino.com/en/glossary/#bounce-rate-tasso-di-rimbalzo) - [Brand identity](https://studiosalatino.com/en/glossary/#brand-identity) - [Brief](https://studiosalatino.com/en/glossary/#brief) [Full glossary →](https://studiosalatino.com/en/glossary/) [Training for SMEs](https://studiosalatino.com/en/training/)[Subscribe to the newsletter](https://studiosalatino.com/en/newsletter/) 10 Case studies ## What changed for the SMEs that followed the programme - Hotels and accommodationTraffic and SEO +59,8% Impressionsover 5 months1 May 2026 to 30 Sept 2026compared with 1 Dec 2025 to 30 Apr 2026 +68,3% Clicksover 5 months1 May 2026 to 30 Sept 2026compared with 1 Dec 2025 to 30 Apr 2026 +0,1 punti percentuali CTRover 5 months1 May 2026 to 30 Sept 2026compared with 1 Dec 2025 to 30 Apr 2026 ### Traffic and SEO: Hotels and accommodation How we measured it: The metrics were measured using Google Search Console. [Read the case study](https://studiosalatino.com/en/case-studies/traffico-e-seo-hotel-e-strutture-ricettive/) Results depend on each client's starting point and context. [All case studies](https://studiosalatino.com/en/case-studies/) 11 ![](https://studiosalatino.com/media/domenico-salatino-900.webp) Who works with you ## Domenico Salatino Marketing & Innovation Management Consultant Domenico has worked in marketing and innovation since 2014 and has supported more than 50 Italian SMEs. In 2026 he founded Studio Salatino to bring the management consulting method to SME marketing. - ISIPM-BASE® certification in Project Management - Member of APCO, the Italian Professional Association of Management Consultants - Google AI Professional Certificate [Get to know the Studio](https://studiosalatino.com/en/about/)[LinkedIn profile](https://www.linkedin.com/in/domenicosalatino/) 12 The first step ## Let's talk about your business The first two steps are **free and with no obligation**: they help us understand whether our method is right for your business. - 1**Fill in the request**One minute: your name, company and how to reach you. - 2**Discovery questionnaire**About 10 minutes – you can do it in several sittings – in your client area. - 3**Free discovery call**A 45-minute video call with the consultant. Prefer to write to us? [info@studiosalatino.com](mailto:info@studiosalatino.com)