Strategic alignment between company goals and project goals can often be a challenge in project management due to several key factors:

1. **Lack of Clear Communication:** Often, the strategic goals of the organization are not effectively communicated to all levels of the organization. If project teams are not aware of the broader company objectives, their projects may not align.
2. **Changing Company Objectives:** Organizations may frequently adapt their strategies due to market changes, competition, or internal restructuring. If project teams are not kept informed about these changes, they may continue to pursue outdated goals that no longer align with the company’s strategic direction.
3. **Insufficient Stakeholder Engagement:** Engaging stakeholders early and continuously can help ensure alignment. When stakeholders, particularly top management, are not involved or available to guide project teams, alignment can suffer.