Software is becoming essential for most products, manufacturing processes, and back-office functions. The speed of delivering new features and refining the product is critical to remaining competitive. Software organizations may adopt continuous engineering practices to become more efficient. However, retrofitting an organization with a pipeline is challenging. Importantly, the most significant challenges and opportunities, are related to, but stem from outside the engineering realm and require rethinking customer relationships and business models. This paper presents a hierarchy of continuous engineering benefits and challenges. It is aimed to guide the adoption of continuous practices in an organization to determine the current and target level of adoption, given organizational context, ambitions, and domain constraints. IEEE