Someone here once told me it doesn't matter what you are called as long as you ARE CALLED. We take the naming of our business quite seriously, but in the end, does it really matter? Yes, your name is important, but not tantamount to sales and marketing.
Name your business what you will. Do spend a little time on it, but once you do that, spend MORE time visiting and calling on potential customers. That's the payoff.
So, to sum up: no name, no matter how great (*ahem*) will make you successful. Sales however, will.