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

1. **Lack of Clear Communication**: There may be a disconnect between upper management and project teams regarding the organization’s strategic objectives. If project managers and team members are not fully aware of the company's goals, alignment becomes difficult.

2. **Changing Priorities**: Companies frequently adjust their strategic directions based on market conditions, competition, or internal issues. Projects that were initially aligned with company goals may become misaligned as priorities shift.

3. **Insufficient Stakeholder Engagement**: Not engaging the right stakeholders early in the project can lead to a lack of understanding or support for company goals, creating discrepancies between what the project aims to achieve and what the company needs.

4. **Resource Allocation Conflicts**: Limited resources may cause project managers to focus on immediate deliverables rather than long-term strategic alignment, leading to decisions that prioritize short-term results over alignment with broader company goals.

5. **Measurement and Evaluation Issues**: Organizations may lack effective metrics to assess how well projects are aligned with strategic objectives, making it difficult to adjust and recalibrate projects as needed.

To improve strategic alignment, organizations should focus on clearer communication, stakeholder engagement, and flexible project planning that can adapt to changes in company strategy.

- How do you communicate company goals to your project teams?
- What mechanisms do you have in place to adapt to changing company priorities during a project?
- How do you evaluate the alignment of ongoing projects with your strategic objectives?