During the last four years, Infor, Inc. has been undergoing a transformation. Marc Scibelli, chief creative officer head of Digital Transformation Strategies at Infor, described the process as an internal “pivot.” Scibelli remarked that the company is currently focused on taking that successful transformation and delivering it to customers, which he deemed as a “transformational model.”

Scibelli spoke with Dave Vellante (@dvellante) and George Gilbert (@ggilbert41), cohosts of theCUBE, from the SiliconANGLE Media team, at Inforum 2016 in New York City. He determined that getting customers to “embrace the [digital] transformation” is often the hardest part of his job. Part of how Infor convinces customers to take the plunge is by offering a kind of operating ecosystem Scibelli calls “connective tissue.” Customers are pitched solutions with Infor product support rather than just pitched products.

Cutting back on ‘he said, she said’

“Product roadmaps” are central to the transformation, explained Scibelli. However, it’s not just the products themselves that matter on this journey. Instead, Infor has been developing “connective tissue” teams that fill the gaps between products. This approach allows for a broader team-building atmosphere. By cultivating an overlapping web of product relationships, Scibelli said Infor has cut back on “he said, she said” between teams. Thus, managers become more like producers in this “joint marriage.”

Scibelli began his career in the late ’90s at the company that built Priceline. Since that time, he has observed a shift in how companies advertise. Most are still using storytelling models, but rather than putting that story into an ad, Scibelli finds the stories in the products themselves. He remarked that Infor’s cloud-solution approach would not have been possible 10 years ago, as the advertisement would have focused on the product only.

Watch the complete video interview below, and be sure to check out more of SiliconANGLE and theCUBE’s coverage of the Inforum 2016.

Photo by SiliconANGLE