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Threat intelligence programs face challenges in all six phases, but planning and direction is particularly troublesome. Many organizations struggle to fully understand, describe, document, and recognize the potential impact of real threats. This recognition is critical for driving value from a CTI program. Feedback and measuring the success of the program are also areas of difficulty. Organizations must define the intelligence they want to gather and align it with their business goals. Pushing for feedback from stakeholders and continuously improving the program is crucial for making the intelligence actionable and valuable.