You start out as basic spreadsheet as your normal organizational tool or workplace project management

You realize that a more complicated format is required to cover all bases and related complexities either because there is a need to be organized or to be efficient or because of traffic. At this point reorganization on paper mostly or simple basic approaches still addresses it.

Further growth or traffic forces you to step back and take a look at the bigger picture and a CEO's approach to reorganizing as a new way of operation to deliver maximum effectiveness. In house tools still effectively addresses your needs but does require a CEO,'s approach at this point

At this point of further reorganization it is time to invest in a complicated software or tool available in the market that addresses all of your business needs and manages it at optimized effectiveness.
((It is not a bad idea to have it customized to your individual business needs if it does not add too much to the cost as a one time investment. Basically depends on the size of your operation when it comes to customizing it as opposed to a simple solution already out there ))

After the above mentioned scenario you may be onto something and may want to branch out as to what you are delivering as a need or demand that you are addressing.