Developing within a Scrum framework brings extra challenges in that all development and testing should be completed within the iteration, delivering a potentially shippable product. Deferring the development of test automation into a later iteration only opens the door to technical debt and quality creep. For teams to be successful, they need to develop a good test strategy, clearly identifying where to focus on automation development and/or execution that will safeguard the delivery of a high quality product. Developing in an incremental manner, teams often lose perspective of positioning automation to drive customer critical areas, including use case scenarios, end-to-end integration; performance, scale; stress; security; installation and upgrade. Through the utilization of readily available technology, such as containerization, virtualization, and data lakes, automation can drive a multi-faceted qualification strategy. Lastly, as organizations face fiercer competition with a real need to shrink time-to-market deliveries, organizations need to find the delicate balance between having enough automation to drive customer quality versus having too much, which could slow down delivery times and/or steal valuable resources to maintain existing automation.