Urgency is a matter of prioritisation.

Ideally in a company there would be one single order backlog, showing the relative value of each project to everyone. However getting such an ordering would involve huge co-ordination across vastly differing internal companies / cultures and would drag up every buried political hand grenade of the company's lifetime.

So instead you do what someone shouts loudly about. If the shouter is right more than 50/50 they are doing pretty well.