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How to Sell the Value of a Platform Approach for Scaling Network Automation

Kristen H. Rachels

Chief Marketing Officer

If you’re in the trenches of network automation, you already know the tension: engineers want flexibility and control, while IT leadership wants consistency, security, re-usability and scale. The latest EMA research captures this perfectly: 64% of IT organizations are looking for low- or no-code platforms, but 64% of enterprises still rely on homegrown scripts to get the job done.

So how do you bring these two views together and make the case for an automation platform that meets everyone’s needs?

The Engineer’s View: Control & Customization

Engineers lean on homegrown scripts because they can tweak, tune, and tailor them for their specific network. Python scripts and Ansible playbooks are fast, powerful, and precise, which are the ultimate “engineer’s choice” for getting things done. But as networks scale, the tradeoff is clear: more scripts means more maintenance, more complexity, and more risk.

The Leadership View: Scale & Governance

Meanwhile, IT leadership sees the bigger picture. They’re focused on:

Standardizing workflows across teams
Ensuring security and compliance
Reducing the operational overhead of scripts and shadow IT

The tension here isn’t about which side is right. It’s about how to bridge the gap without starting from scratch.

The Middle Ground: Platforms that Meet Both Needs

The EMA Report highlights a path forward: modular platforms that don’t rip out what engineers have built, but build on top of it. Platforms like Itential’s bring three critical capabilities together:

Execution of existing scripts and playbooks in a secure environment.
Orchestration to connect workflows across domains and teams.
Self-service delivery that productizes automations for internal users.

How to Sell the Value of Platforms

Frame it as an evolution, not a replacement.
Engineers keep control of their scripts, but gain governance and scale.

Highlight the ROI.
Less time spent maintaining scripts, faster delivery of network services, and better security.

Tell real-world stories.
Like Armstrong’s journey, where a small team of engineers turned Python scripts into orchestrated, self-service workflows without losing what made them work in the first place.

Final Takeaway

The future of network automation isn’t about choosing between scripting or platforms. It’s about bringing them together and showing both engineers & leadership how modular automation can scale what’s already working.

Download the EMA Report →

Kristen H. Rachels

With over two decades of experience driving growth for B2B enterprise technology companies, Kristen leads Itential’s marketing efforts to accelerate the adoption and expansion of its innovative products and services. Before joining Itential, Kristen held marketing leadership roles at PowWow Mobile and StarMobile, where she helped establish both companies as leaders in enterprise application development. She also founded a consulting business, serving as a fractional CMO for early-stage startups. Kristen is passionate about scaling businesses, building high-performing teams, and leveraging data-driven insights to drive demand generation and pipeline growth. She is also an advocate for diversity in technology and innovation.

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