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

1. **Lack of Communication**: There may be insufficient communication between stakeholders, such as project managers and executive leadership, leading to misunderstandings of the company's strategic objectives.
2. **Changing Objectives**: Company goals can shift due to market changes, competitive pressures, or internal factors, and projects may not adapt quickly enough to these changes.
3. **Inadequate Planning**: Projects might be initiated without a thorough understanding of how they fit into the overall strategic plan, leading to misalignment from the start.