Maturity models are a powerful way to organize progression through towards excellence in a discipline. One of the earliest maturity models was the Capability Maturity Model (now the CMMI for Capability Maturity Model Integration). In recent years’ maturity models have become a useful way to organize upsell strategies and to frame pricing models and pricing strategy.
Early stage innovators often gravitate to horizontal solutions. This can drag down their pricing power as they end up pricing to the lowest common denominator. Build value and pricing power by delivering a business solution to a targeted segment (a real segment gets value in the same way and buys in the same way).