The relevance of the topic is dictated by the fact that the success of a company depends upon choosing the most appropriate business model for it. The need to address this topic is connected with the fact that creating and implementing business models on an innovative basis is also an important task for both start-up organizations and those seeking to rebuild their business and achieve better results. In this regard, it is necessary to understand what approaches, strategies, factors lie at the heart of the transformation of the company's business models and determine their choice. There is an assumption that tomorrow's business advantage will be based less on innovative products and services than on innovative business models. The problem is that, as experts note, there is some underestimation of this statement. In this regard, the goal and objectives of the study within the framework of this publication, in our opinion, are to study the theoretical and methodological aspects of the innovative transformation of the organization's business models, contributing to the achievement of the company's competitiveness and ensuring its leadership in the industry (in the market). Research methods and results: We used empirical methods of interviewing managers and employees of the studied organizations through questionnaires and oral interviews, which made it possible to obtain results related with their willingness and ability to create cross-functional leadership teams in order to develop optimal business models for companies.