Strategic alignment between company goals and project goals often presents challenges in project management for several reasons:

1. **Lack of Clear Communication**: Often, there is inadequate communication between upper management and project teams regarding the company's strategic vision, leading to misunderstandings about project objectives.
2. **Changing Business Priorities**: Companies may frequently shift their strategic goals due to market changes or internal dynamics, which can cause projects to become misaligned with current priorities.
3. **Siloed Departments**: Different departments may work in isolation, focusing on their own objectives rather than the overall company strategy, which can create conflicts in project goals.