Leadership teams are facing a pivotal shift. To compete effectively, companies need full visibility throughout their value chains. This paper presents a framework for understanding how traceability accelerates progress towards more sustainable outcomes and, in parallel, delivers better business results and improved competitiveness. It encompasses company issues and broader community issues that are critical in enabling traceability. It also details the four steps critical to a successful traceability effort: connecting traceability to sustainability and business objectives; building a collaboration ecosystem across your value chain; deploying key enablers such as data and technology; and taking a rapid test-and-learn approach to get started.