Combine whole tomatoes, Rotel, onion, jalapeno, garlic, sugar, salt, cumin, lime juice, and cilantro in a blender or food processor. Pulse until you get the salsa to the consistency you'd like—I do about 10 to 15 pulses. Test seasonings with a tortilla chip and adjust as needed. Refrigerate salsa for at least an hour. Serve with tortilla chips or cheese nachos.