I was talking to someone at a meetup recently who was really keen on doing continuous deployment for their database but they had a number of issues, the main was that because management wasn't sold on the idea and the DBA's had complete control to push back on all and every idea he had - there was no way he could deploy continuously.
The accepted route for devops is management buy-in, if you do not have management buy-in then you can't do devops.