Sprint goal ties up to the product goal which again aligns with the product goal all of which aligns with the Product Strategy. This goal aligns with the product vision.
Sprint goal >> Product Goal >> Product Strategy >> Product Vision >> Company Vision
Image courtesy: Roman Pichler.
Sprint goal: is a brief explanation of what the team plans to achieve during the course of an Agile sprint.
There HAS to be a single sprint goal towards which the team will focus all its energies and try to achieve by end of the iteration. However, as an antipattern it is seen teams have multiple sprint goals - as a summary of all the assorted pieces of work the team may be working on.
Having a single goal
Having a single goal forces you to pull users stories that are aligned to the finely-grained product area. (Allen Holub). This also means you may be working on some lower-value stories just because they are aligned. That leaves lots of high-value work items in the backlog simply because they are unrelated to the Single Goal.
Product goal: describes the future state of the product. It is a long-term objective towards with the scrum team work.
Product goal is best used to describe a specific or a measurable benefit or outcome a product should create in the course of say next two to six months.
Example: acquire users, increase conversion rate, generate revenue, reduce technical debt, etc.
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