User adoption, KM “Agents of Change”, product ambassadors within organisations are still very much needed for SharePoint deployments. Having said that, if you address the “why”, i.e. (process X take 4 days to complete, but if you use automation, ergo SharePoint, you get it down to 2 days, and the more you do as am employee, the better you are measured at performance, which at bonus time affects your bottom line) everyone becomes an Agent of Change. So no need for hiring people then.
It really just boils down to the reason for the product. The company wants to work more efficiently. Simple.