Strategic alignment between company goals and project goals often becomes a problem in project management for several reasons:

1. **Lack of Clear Communication**: If there is insufficient communication between project managers and upper management, project teams may not fully understand the company's strategic objectives, leading to misaligned goals.
2. **Changing Business Environment**: Companies often face changes in market conditions, technology, or competition, which can shift strategic priorities. Projects that were once aligned may become misaligned as priorities change.
3. **Inadequate Stakeholder Engagement**: Failing to engage all relevant stakeholders can result in projects being developed based on outdated or incomplete information, leading to goals that do not match the current strategic direction.