If you’re a B2B company trying to tighten up your go-to-market (GTM) process, you know the drill: endless spreadsheets, siloed teams, and everyone swearing their version of “the plan” is the real one. If you’re reading this, you’re probably considering Superwave (see [superwave.html]) and wondering: is this the tool that finally gets GTM out of the group chat and into something you can actually use?
This review cuts through the marketing fluff. I’ll walk you through what Superwave actually does, what it’s great at, where it fumbles, and whether it’s worth your team’s time and money.
Who Should Care About Superwave?
Superwave is aimed squarely at B2B teams—think marketing, sales, product, and revenue ops—who are sick of running GTM out of Google Sheets and Slack threads. If you have to coordinate product launches, campaigns, or sales plays where multiple stakeholders need to be on the same page (and you’re tired of herding cats), Superwave is for you.
If you’re a solo founder or a team of three, this is probably overkill. Likewise, if your “GTM strategy” is just emailing your list every month, you don’t need this tool. But if cross-functional GTM chaos is your norm, keep reading.
What Does Superwave Actually Do?
Let’s get specific. Superwave bills itself as an all-in-one GTM operating system. Translation: it’s a workspace where you can plan, launch, and track go-to-market efforts—like product launches, ABM campaigns, or new segment pushes—without toggling between a dozen different tools.
Core features:
- GTM Planning Templates: Pre-built frameworks for launches, sales plays, ABM, etc. Customize as needed.
- Project Management: Tasks, timelines, owners, dependencies—basically, GTM flavored Asana.
- Asset Management: Central spot for docs, decks, one-pagers. You can attach assets to specific plays or launches.
- Collaboration: Comments, notifications, and activity feeds. Some Slack and email integrations.
- Analytics: Basic dashboards to track GTM progress and outcomes (think: pipeline generated, tasks completed).
- Integrations: Connects with Salesforce, HubSpot, Slack, Google Drive, and a few others. Adds context, not magic.
In theory, Superwave corrals your GTM chaos into something structured and visible. In practice? Depends on your workflow.
Setting Up: The First Hour Experience
Here’s how it actually feels to get going:
- Signup and Onboarding
- Clean UI. No weird jargon or onboarding maze.
- You’ll pick a template (e.g., “Product Launch”) and invite your team.
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Expect to spend 20–30 minutes customizing your first workspace.
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Importing and Connecting
- You can import from spreadsheets, but don’t expect miracles. Data mapping takes some patience.
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Connecting tools like Salesforce or HubSpot is straightforward—just don’t expect deep two-way sync out of the box.
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Setting Up a GTM Play
- Templates are solid, but you’ll want to tweak them. Default tasks and phases are a starting point, not gospel.
- Assign owners, set deadlines, and upload assets. This is where you start to see the appeal: everything related to your launch in one place.
Pro Tip: Block off a couple of hours for your first setup with the core team. This isn’t a “set it and forget it” tool—you’ll get out what you put in.
What Works (And What Doesn’t)
Let’s get honest about where Superwave shines and where it’s still finding its feet.
Where Superwave Delivers
- Visibility: Everyone sees the same plan, dependencies, and status. No more “where’s the latest deck?” ping-pong.
- Templates: Actually useful, especially for teams new to structured GTM. You won’t have to invent everything from scratch.
- Centralized Assets: No more hunting for the latest one-pager or pitch deck in five different folders.
- Cross-team Coordination: Marketing, product, and sales can see who’s doing what, when. Huge if you’re used to living in silos.
Where Superwave Falls Short
- Analytics Are Basic: You get simple dashboards, but don’t expect deep insights or customizable reports. If you want attribution modeling or granular pipeline forecasting, you’ll need other tools.
- Integrations Are Surface-Level: You can pull in data from Salesforce or HubSpot, but it’s not a full sync. You’ll still need to update things in both places.
- Learning Curve for the Skeptical: If your team hates new tools, getting everyone to use Superwave consistently will take some nudging. Old habits die hard.
What You Can Ignore (For Now)
- AI Features: As of mid-2024, any “AI-powered” suggestions in Superwave are more like autocomplete than actual intelligence. Don’t buy for this.
- Custom Workflows: The out-of-the-box templates are good, but if you want deep customization or automation, you’ll hit some walls. Advanced users will find limits.
Real-World Use Cases (And Who Gets the Most Out of It)
Superwave isn’t for everyone, but here’s where it’s genuinely helpful:
- Mid-size B2B SaaS Teams: Especially those with marketing and sales teams that need to coordinate launches or campaigns.
- Revenue Operations: RevOps folks love having all GTM plays, tasks, and assets in one spot. Cuts down on status update meetings.
- Product Marketing: For launches involving multiple teams, Superwave keeps everyone aligned.
- Agencies Working With Clients: If you’re running GTM for clients, Superwave can be a client-facing project hub (assuming your clients are open to new tools).
Who won’t love it?
If your GTM is already tight and you just need a checklist, stick to Notion or Trello. If you’re deep into custom workflows and heavy data analysis, you’ll outgrow Superwave’s features pretty quickly.
How Superwave Compares to the Usual Suspects
You might be wondering: why not just use Asana, Monday, or Notion?
- Compared to Asana/Monday: Superwave is more GTM-specific out of the box. Asana and Monday need a lot of upfront work to mimic GTM workflows. Superwave templates save you that headache.
- Compared to Notion: Notion can do almost anything, but you’ll spend hours building and maintaining. Superwave is ready faster, but less flexible.
- Compared to Salesforce (for GTM tracking): Salesforce is for CRM. Superwave is for project managing the process of going to market. They’re different beasts.
Bottom line: Superwave slots in best for companies that need something more than generic project management, but less than a massive enterprise workflow tool.
Pricing: Is It Worth It?
Superwave isn’t cheap, but they’re not trying to be. Pricing is usually per workspace/user, with discounts for annual plans. You’ll need to talk to sales for an exact quote (annoying, but standard at this level).
What you’re really paying for:
- Time saved not managing GTM in a dozen places
- Fewer dropped balls on launches or campaigns
- Less time spent herding teams into alignment
If you’re a 5-person startup, this is probably too much. If you’re a 50+ person team running frequent launches or campaigns, it might pay for itself in a month.
Pro Tips for Making Superwave Work
- Start Small: Don’t try to move every project into Superwave on day one. Pick one launch or campaign and get it right.
- Get Buy-In: If your team doesn’t use it, it’s just another app. Have a kickoff meeting, assign clear owners, and make Superwave the source of truth.
- Use the Templates: Don’t reinvent the wheel. Tweak their frameworks instead of starting blank.
- Ignore AI Hype: Focus on the basics—plans, tasks, assets. The “smarts” are mostly marketing, at least for now.
- Review Weekly: Make checking Superwave part of your regular GTM meetings. If it’s not updated, your process isn’t working.
Wrap Up: Should You Use Superwave?
Superwave is a solid GTM tool if you’re wrangling cross-functional launches and sick of losing track of details. It’s not magic, and it won’t fix broken processes by itself, but it will make it easier to spot issues and keep everyone honest.
If you’re curious, try it for a single project. Keep your setup simple, see who actually uses it, and iterate from there. Don’t let tool shopping become your new GTM strategy—just pick something, get moving, and clean it up as you go.