But wouldn't the product sell itself if it is good, why is there need for such content
Well, there have been surveys done by various bodies across the world, which indicate that poor communication strategy and marketing accounts for more than 40% of the reasons behind failure of newly emerging companies.
That depends on how better the scrum master and the architect will actually plan for the project from every prospective and the automation should also proceed to success, it is all depended on the agile plan and implementation as a team.