Strategic alignment between company goals and project goals often remains a challenge in project management for several reasons:

1. **Lack of Clear Communication**: There might be a disconnect in how company goals are communicated to project teams, leading to misunderstandings or incomplete knowledge of the strategic direction.
2. **Changing Priorities**: Company goals can evolve due to market conditions, competition, or internal changes. If project teams are not regularly updated about these changes, their projects may become misaligned.
3. **Inflexible Project Management Processes**: Rigid project management methodologies may hinder the ability to adapt projects to better align with changing strategic goals.