When you build a database centric application, typically you would follow some database standard and naming convention. ColdFusion ORM allows you to define this convention at one central place for the application using the 'naming strategy'.
The advantage of using a naming strategy is that you do not need to change the code throughout your application. The naming strategy specifies how the table and column have to be named for a CFC and its properties.
Naming strategy takes "logical name" for a table or column and returns the actual table or column name that should be used.