When you start thinking about automation, it's easy to get overwhelmed. Every process in your business could theoretically be automated. But not every process should be automated — at least not right away.
Here's the framework we use to help clients prioritize automation projects for maximum impact.
The Prioritization Matrix
We evaluate every potential automation across four dimensions:
1. Time Spent (Weekly Hours)
How much time does this process currently consume? Be honest and thorough:
- Direct execution time
- Setup and context-switching time
- Error correction time
- Management and oversight time
A process that "takes 5 minutes" but happens 50 times a week is 4+ hours. That's worth automating.
2. Pain Level (1-10)
How frustrating is this process for the people doing it?
- Is it tedious and boring?
- Does it cause anxiety (e.g., fear of missing something)?
- Does it interrupt more valuable work?
- Is it a source of frequent complaints?
High-pain processes get automated faster because adoption is easy — people actually want to stop doing them.
3. Impact Potential (Revenue/Cost)
Does automating this process directly affect revenue or costs?
- Will it help close more deals?
- Will it reduce customer churn?
- Will it eliminate a paid tool or service?
- Will it reduce errors that cost money?
Time saved is valuable, but automations that directly impact the bottom line jump to the front of the line.
4. Technical Complexity (1-10)
How hard is this to automate?
- Are the systems involved automation-friendly?
- Does it require complex decision logic?
- Are there edge cases that need human judgment?
- Is the data clean and consistent?
Simple automations that deliver quick wins build momentum for more complex projects.
The Scoring System
For each potential automation, score it:
Impact Score = (Weekly Hours × 52 × Hourly Cost) + (Revenue Impact)
Effort Score = (Technical Complexity × Implementation Cost)
Priority Score = Impact Score ÷ Effort Score
Projects with the highest Priority Score go first.
The Usual Winners
Based on hundreds of client engagements, these automations almost always rank high:
1. Lead Response & Nurturing
Why it wins:
- Direct revenue impact (faster response = more conversions)
- High frequency (every lead triggers it)
- Clear data flow (form → CRM → email)
- Relatively simple to implement
Typical ROI: 200-500%
2. Invoice & Payment Follow-up
Why it wins:
- Direct cash flow impact
- High pain (nobody likes chasing money)
- Predictable logic (X days overdue → send Y message)
- Immediate, measurable results
Typical ROI: 150-300%
3. Data Entry & Sync
Why it wins:
- Everyone hates it (high pain, easy adoption)
- High error rate when manual
- Usually straightforward APIs
- Saves senior people from admin work
Typical ROI: 100-200%
4. Appointment Scheduling & Reminders
Why it wins:
- Eliminates email back-and-forth
- Reduces no-shows significantly
- Clear trigger/action flow
- Off-the-shelf tools make it easy
Typical ROI: 100-150%
5. Customer Onboarding
Why it wins:
- Sets tone for entire relationship
- Often dropped during busy periods
- High impact on retention/satisfaction
- Can be personalized with templates
Typical ROI: 150-400%
The Usual Losers (At Least Initially)
Some automations seem appealing but rarely make sense as first projects:
Complex Decision-Making
If the process requires significant human judgment, exceptions are common, or the cost of errors is high — wait. These need more sophisticated AI and careful implementation.
Low-Volume Processes
That quarterly report that takes 4 hours? It's only 16 hours per year. Automate the weekly stuff first.
Poorly-Defined Processes
If you can't clearly document the process, you can't automate it. Fix the process first, then automate.
Customer-Facing Edge Cases
Automating 80% of customer support? Great. Automating the complex 20%? Risky. Keep humans on the hard stuff.
The 30-Day Quick Win Approach
If you're new to automation, here's how to get momentum:
Week 1: Audit
- List all repetitive processes
- Score each on time, pain, impact, complexity
- Identify your top 3 opportunities
Week 2: Design
- Map out the highest-priority process in detail
- Identify the tools and data needed
- Create a simple automation plan
Week 3: Build
- Implement the automation
- Test with real data
- Document the workflow
Week 4: Optimize
- Measure results against baseline
- Fix any edge cases that appear
- Calculate actual ROI
By the end of 30 days, you have one working automation, proven ROI, and a template for the next project.
When to Call for Help
DIY automation makes sense when:
- You have technical resources in-house
- The automation is straightforward
- You have time to learn the tools
Bring in experts when:
- Time is critical (opportunity cost of delay is high)
- The project is complex
- You need it done right the first time
- Your team should focus on core business
Your First Step
Make a list. Write down every process in your business that involves:
- Repetitive data entry
- Sending the same emails repeatedly
- Waiting for responses or approvals
- Manually moving information between systems
Then score them. Your highest-impact, lowest-effort process is your starting point.
Want a second opinion? We offer a free automation audit where we'll help you identify and prioritize the opportunities in your specific business. No pitch, just clarity.