As for me, SSO offers a lot of functions: it increased security, productivity gains, and fewer IT help desk password resets.Thanks to SSO, I can log in only ONCE.
Yes, it's not the best security measure in the Internet, but if your intent is to strengthen security, improve productivity, tighten B2B collaboration and drive down help desk costs at the corporate level, SSO is a timely and effective solution to a sizable issue.