Understand existing processes, stakeholders, users and tools.
Boil down the biggest issues and evaluate based on value-effort ratios.
e.g
Problem: "Account managers spend 15 hours a week sending update emails to clients"
Solution: "Automate the sending of update emails to clients based off the CRM"
Value: 15 hours per week for 20 staff members
Effort: 1 week's work to setup process automation