Where a GTM strategy is a set of decisions, the GTM process is the order in which you make and execute them. A practical sequence for early stage companies: research the buyer and alternatives, write the positioning, choose the lead channel and motion, build the plan with owners and dates, prepare launch assets, launch, then measure and repeat what works.
The process is a loop, not a line. After launch, real data replaces guesses, and you go back to positioning or channel choice with better information. Teams that treat launch as the end of the process tend to lose momentum in the weeks after.
For AI products launching on X, the process usually includes building an audience on the founder account before launch, recording a demo video, lining up creators for launch day, and running a structured follow up with new signups. GTM here is the business term for go to market, not Google Tag Manager.
egExample
Our GTM process for the AI code review tool runs research, positioning, X launch, then a monthly review of what to repeat.