Commonly in startups, you probably don't be worry about how your application artefacts are managed to be deployed in a server: compressed files or JAR/WAR files combined with a set of scripts. However, for larger companies that uses not only one or two servers, but a entire pool of machines, it requires some control and organisation to deploy apps. You can handle this case with some automation / configuration management tools like Ansible, Puppet, Chef, of course. But using a set of scripts can be hard to maintain all deployment steps, from artefact update to rollback.
If you distribute your software using a Operational System package manager like YUM (CentOS) or APT (Debian, Ubuntu), your deployment will be easier because these tools handles software changes in a good way. It sounds good, but package binaries is a pain for developers or newer sysadmins that don't have knowledge about how YUM/APT works. It requires creation of one or a lot of configuration files to be updated and when you have multiple artefacts probably packaging them will be a nightmare.
Here enter fpm-cookery, a Ruby gem responsible to package artefacts based on recipes, much easy to use. It will be your swiss knife for anything that you need to package, from common binaries not distributed in RPM/DEB formats to programming languages from source, compiling when needed.