Small-medium bus. automate deployment?

Can anyone suggest reasoning why it would be beneficial for small to mid-range company who has the potential to grow to consider automating their desktop deployment? Also, in this company technology is not at the top of their list of priorities. They understand they need some technology but are slow to budget any money for this area. Everything is working and they have gotten complacent. I’m looking for the best way to approach them not only for deployment but set myself up to create a budget plan for the entire infrastructure.