This document summarizes research from CSO Insights and Aberdeen Group showing that sales teams waste over 50% of their time on deals that will not close. It proposes that by continuously tracking and measuring deal attributes from prospecting to close, companies can increase wins by 11%, improve forecasting accuracy by 40%, reduce no-decision deals by 32%, and boost manager productivity by 15%. Continuous measurement is presented as the solution to better manage the sales pipeline and optimize sales performance.