Coming up with an accurate, memorable name for an object within the interface of an enterprise app (or any product for domain-specific audiences as well) can be a very challenging task–but it doesn’t have to be! Simply focus on getting to the essence of what “it” truly is. Keep asking, “what is it” over and over again til you nail it, avoiding any and all marketing terms and gimmicky phrasing that try to make “it” sound cool or marketable. Focus on what it is for the user, in terms of their mental model and common jargon (for that industry or domain). Avoid the gimmicky.
Often the usability problems encountered with software products are due to faulty labeling. Nailing this can in itself resolve much of the interaction design issues!