This paper describes the outcomes of a case study aimed at surfacing and analyzing decision making criteria used to prioritize process automation initiatives with a view toward engendering a process-centric organization and eventually exposing these processes as services. The study used structured interviews, content analysis, and enterprise process architecture mapping techniques to explore the implicit and explicit logic underlying process automation decisions. The results point to a wide range of decision making criteria involving technology, business and industry characteristics. We discuss the implications of our analysis for future, larger-scale, research projects and describe the potential implications for organizations interested in moving toward a process-oriented enterprise.