Strategic alignment between company goals and project goals is often a problem in project management for several reasons:

1. **Lack of Clear Communication**: There may be insufficient communication between project teams and upper management concerning the company's strategic goals, leading to misalignment.
2. **Changing Business Objectives**: Business goals can change frequently due to market conditions, new technologies, or competitive pressures, causing previously aligned projects to deviate from the current strategy.
3. **Prioritization Conflicts**: When multiple projects are underway, it can be challenging to prioritize them according to strategic importance, leading to projects that don't align well with overarching company objectives.