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

1. **Lack of Clear Communication**: Often, there may be a disconnect between the strategic vision of the organization and the project teams. If the company’s goals are not clearly communicated, project managers and teams may struggle to align their objectives accordingly.

2. **Changing Organizational Goals**: Companies may frequently shift their strategic direction due to market dynamics, competition, or internal changes. This can lead to confusion and misalignment if project goals do not adapt quickly to these changes.

3. **Differences in Priorities**: Different departments may have varying priorities, which can lead to conflicts where project objectives do not align with overarching company goals. This is particularly common in larger organizations with multiple projects running simultaneously.

4. **Inadequate Stakeholder Engagement**: Often, strategic alignment suffers due to insufficient involvement of key stakeholders in the planning and execution phases. Without stakeholder input, projects may fail to address the broader company objectives.

5. **Lack of Metrics or KPIs**: Companies may not have well-defined metrics to measure strategic alignment, making it difficult for project teams to assess whether their goals are in sync with those of the organization.

6. **Resource Constraints**: Limited resources can lead to projects focusing on short-term outputs rather than long-term strategic objectives. This can undermine the project's alignment with the strategic vision.

Addressing these challenges requires better communication, engagement, and a systematic approach to ensure that project goals consistently reflect the broader strategic objectives of the organization. Regular reviews and updates to project goals in light of changing company strategies can also help maintain alignment. 

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