With the emergence of a new form of competition based on the extensive use of analytics, data, and subsequent decisionmaking, business intelligence (BI) has become a dominant platform for delivering solutions. The notion of gaining and sustaining competitive advantage through the use of complex analysis and data-intensive technologies has changed the way organizations manage themselves and compete in the marketplace. Initially, similar to other strategic technologies, BI will evolve or change depending on organizational needs and maturity. This suggests that process-oriented, descriptive, maturity models like the Capability Maturity Model apply. Despite the significance of BI, little attention has been given to examining the natural progression of business intelligence adoption and maturation within organizations. This is a concept paper presenting a model describing the relationship between evolution and the levels described by capability maturity. The proposed conceptual model is illustrated through the examination of a large, national, non-profit organization.