DISCLAIMER: What follows is my personal view, not that of my company.
I work for an automation company, famous for RoboClose, Cronacle, CPS, RunMyJobs, or BPA (in no specific order).
The main problem I see with our customers is that they ask for automating "x" and we provide that, when I (note I am a techy, not sales) tell them that they could also automate "y" and "z" along with "a", "b", "c", etc they tell me they do not have the time to implement and no money to pay for somebody else (us) to do it.
We as a company would, I think, prefer the customer to use our software wisely ... when the ops guy does something repeatably, he automates it. We train our customers to use our software, often, they want to get trained ONLY on what was implemented, they do not get the point, try to tell them, and they think I want to squeeze more cash out of them ... which I do, in a sense, but they are usually way under-utilizing what they already paid for. I would much prefer them to saturate what they currently have, and buy more ... the time and moneys saved by automating more LARGELY compensate whatever extra licenses they would purchase from us. The "ease-of-use" of our software really speeds up implementation (OK, probably take that with a pinch of salt ;-).
Time is money. I automate a lot, it's my job, everything I can automate in my job, I simply automate ... it always pays back big time, in no time!
Now, you might think this is all fine and dandy, but think of Henry Ford, he won because he automated everything he could. It is the same today in the information age, I see people doing stuff every day that could easily be automated .... we even do financial reconciliation, SAP system copy, virtualization ... you name it.