The name is interesting. The connotations for me are of either something in the justice system, or something oddly religious. I’d never have guessed that it was b2b related.
Before Amazon was named Amazon, one of the original ideas for its name was Relentless.com (btw, the domain relentless.com still redirects to amazon.com). We liked the word "conviction" and what it represents. Conviction.com wasn't available, but convictional.com was available. So we bought it.