Currently, it is a common thought that the present iteration of the elites system isn't the best or perhaps most intuitive as it could have been. DoW3's elite units represent each of the factions largest difference / uniqueness in terms of the abilities the elites themselves provide to their armies and the game overall. Right now we have 9 elites per faction and the current system restricts players to pick 3 elites BEFORE the game even starts. This is my biggest gripe with the elite system at the moment.
Selecting elites before the match, reveals most if not all possible strategies a player might undertake in a match which limits the room for creativity and tactical decision by a lot. In addition it makes most of the games predictable and after a while, perhaps, not fun to play. Further more the current system promotes the idea of finding out only the best elites which forces player to select those even if they wouldn't like to use them. In the end this results in only few out of 9 elites ever seeing any play what so ever.
My suggestion is to replace the current elite system with a new elite system that would be based on in-game elite selection. Instead of selecting elites before the game starts, the new elite system would be based on a drop down menu where a player could select any elite to summon if they have enough elite points. All 9 current elites would be available and player would be able to make decision whether or not to summon a particular elite of their choosing at any time during a match. This would introduce a huge surprise factor into the game as player's opponent wouldn't be able to know which elites they have brought to the battle. A player could chose to keep their elite points and stock them up for some unpredictable elite which could throw the enemy off guard. Each game could be unique on their own purely from these unpredictable elite selections.
This change would also warrant a modification on how elite doctrines work. I would suggest making all elite doctrines equipped by elites become presence doctrines and in addition, expand the amount of doctrines (active) an elite can have from 1 to 2. The idea behind this change is to have even more unpredictability and variety introduced to the game. Both doctrines would be presence doctrines and they would be all assigned before the game starts. Each elite could swap those 2 doctrines with any army doctrine to add additional customization and increase utilization of current army doctrines, which aren't utilized as much considering how many of them are there. Perhaps to balance this dual doctrine system, 1st doctrine would be active as soon as the elite is summoned and the 2nd doctrine would be active as soon as player reaches tier 3 or escalation phase 3.
Optionally, to further expand on the drop down menu elite system, I was thinking of a possibility for players to swap out elites that are currently alive (and out of combat) with another unused elite, paying full elite price for them. Maximum count of current alive elites per player would always be 3. The idea behind this is to have players be able to transition into more powerful elites in case the game lasts longer. Currently most of the weaker elites (for example 2 point ones) contribute much less in late game (as they should) and as such might create a feeling of becoming too disposable. This would further increase the amount of different elites per match and provide players with new alternatives in late game other then ultimate abilities.