B2B software companies often underestimate the complexities of building and maintaining integration infrastructure, which extends beyond writing code to encompass provisioning, configuring, and managing the systems where integrations run. This involves decisions about hosting environments, handling updates, scaling with demand, and ensuring secure management of customer-specific configurations. Prismatic offers a streamlined solution by providing an embedded integration platform as a service (iPaaS) that automates these processes, allowing companies to focus on core product development rather than infrastructure management. The platform handles elastic cloud-based compute resources, secure configuration storage, monitoring, logging, and patching, thereby addressing the specific challenges of deploying and running integrations for customers. While alternatives like AWS Lambda or Step Functions can be used, they require significant additional effort to achieve the same level of integration management, making Prismatic a preferable choice for simplifying integration deployment and maintenance.