Strategic alignment between company goals and project goals can be a persistent challenge in project management for several reasons:

1. **Lack of Clear Communication**: Often, the overall company strategy and goals are not effectively communicated to all levels of the organization, leading to misalignment in understanding what the project should achieve.
2. **Changing Business Environment**: Companies operate in dynamic markets where strategic goals can change rapidly. Projects initiated on certain objectives may become misaligned if strategic goals evolve mid-project.
3. **Diverse Stakeholder Interests**: Different stakeholders may have varying priorities and expectations, which can lead to conflicts between project objectives and the overall strategic goals of the company.