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

1. **Lack of Clear Communication**: Often, there is insufficient communication between the project management team and upper management regarding the overall company strategy. This can lead to misunderstandings or incomplete information being conveyed to project teams.
2. **Changing Business Objectives**: Companies frequently adjust their strategic priorities based on market conditions, competition, or internal assessments. Projects that were initially aligned with company goals may lose that alignment if there is no ongoing review.
3. **Inadequate Stakeholder Engagement**: Failure to engage key stakeholders when defining project objectives can result in a misalignment with broader company goals. Stakeholders can provide insights and perspectives that help ensure projects are aligned with strategic intentions.