Naming is not a point solution

Naming is not a point solution - at least, it shouldn’t be.

B2B enterprise companies run many functions from an enterprise-centric point of view. Hiring, accounting, procurement, legal, IT, cybersecurity.

Not so naming.

Naming bridges the worlds of marketing, product, sales, R&D. And often it seems like whoever calls “shotgun” on whatever new thing gets to name that new thing. Even when marketing is centralized, there is a good chance naming is not.

The result of this non-strategic approach is often quite apparent: a dog’s breakfast of product names, solution names, branded features, branded methodologies, service brands, partner brands, apps, options, programs, tiers, and on and on. There are simply too many of them. Some descriptive, others abstract; some cleverly sharing some word part, some including a capital Z for some reason.

Any one of these names in isolation may be great and may make a ton of sense.
But the customer experience is not in isolation.
Customers have no idea what you’re talking about. They’re not going to remember what everything is. They are not going to take the time to learn your language.
So, salespeople are forced to spend half of their time explaining what these things are and how they fit together.

The chaos will confuse your customers, negatively impact decision-making and, ultimately, undermine your brand.

You may be telling a nice, clean end-to-end story on your home page - but treating your portfolio like a Frankensteined collection of parts will surely be sending signals to the contrary.

Point solution naming in an enterprise world is going to catch up to you, eventually.