Today in CA Automation Suite for Cloud users can request a VMware virtual machine along with software packages.
Software will be automatically installed in the VM leveraging ITCM software delivery feature.
The idea is to give ability to provision software on existing VMs as a standalone service offering.
This can be helpful during the VM lifecycle as users may need additionnal software.
I think this could be implemented as a service offering in Service Catalog, a process in PAM for fulfillment.
This PAM process would manage interactions with ITCM web services or through ITCM PAM connector.