In an Agile environment, development teams don't just need to build and deliver software faster, they need to build and deliver better software faster. To understand and recognize what "better" is, dev teams need real-time visibility into the software development life cycle (SDLC) and deeper insights than traditional requirements management can provide. Modern tools and techniques for tracing requirements give dev teams and their business partners dynamic maps of software from concept to deployment to customer usage. This report challenges application development and delivery (AD&D) pros to reconsider how they use traceability to create insights that improve software design.