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Identify Target Audiences
It is especially important to find teams and individuals across the organization who have the ability to directly impact the health of the business. These are usually not the leaders and strategists, but delivery folks executing on and managing the front lines. To gain initial momentum, it can be helpful to first identify specific individuals and then extrapolate cross-functional audience types from this list.
Take a holistic approach to studying your people observing them in their work environment to better appreciate their needs, motivations, goals, desires, constraints and obstacles. Use research methods such as participant observation and contextual inquiry to gain these insights. If these methods are not feasible, interviews and questionnaires can suffice.