Communicating at Scale Starts with Access
For modern event teams, the ability to “communicate at scale” is more than just a slogan , it’s a strategic requirement. Virtual events, webinars, webcasts, and simulive experiences generate valuable customer engagement, measurable insights, and brand amplification.
But the value of those outputs is only realised when internal teams can access the event platforms and analytics quickly, securely, and consistently. This is where Single Sign On (SSO), particularly Microsoft SSO, becomes a powerful enabler for SME event organisations.
The Business Case for SSO in Events
1. Fast, frictionless access to critical data
Event teams are often cross-functional , marketing, customer success, sales, and operations all need access to event assets and attendee analytics.
With Microsoft SSO, users sign in using their existing corporate identity, making it far easier to:
- Access event set-up tools
- Retrieve webinar analytics
- Collaborate on virtual events
- Move between workstreams quickly
This reduces time-to-insight and speeds up event delivery.
2. Ensuring valuable event data is leveraged
Events generate rich data: engagement scores, attendance patterns, qualification signals, and behavioural insights.
SSO supports this business goal by making analytics:
- Easier to access (no forgotten passwords, no external accounts)
- More secure to share internally
- Less likely to be siloed or ignored
When teams can access information securely, they can act on it.
3. Aligning with internal security and password policies
For SMEs, internal password policies are often strict , for good reason.
SSO enables companies to:
- Maintain password complexity standards
- Enforce rotation policies
- Avoid weak password behaviour
- Centralise authentication control
Employees are using SaaS platforms, but security still sits with IT.
4. Strengthening organisational security posture
In 2024 and beyond, security is not optional. Organisations face rising risks, regulatory pressures, and reputational threats.
SSO is an important component of a modern security strategy:
- A single identity provider means fewer attack vectors
- Passwords are not distributed across multiple platforms
- Risk is reduced and compliance strengthened
When combined with multi-factor authentication (MFA), SSO creates a robust layer of protection without compromising user experience.
5. Enabling more users to use event technology
The purpose of platforms like WorkCast is to empower companies to communicate at scale.
SSO directly supports this by making it safe and easy for more employees to access event technology.
When access is frictionless and secure, adoption increases , and so does ROI.
The Reality: Password Sharing Used to Be Normal
Many organisations have historically shared logins when using SaaS tools.
It was convenient, cost-efficient, and easy , but it’s also:
- A major security risk
- Non-compliant with modern standards
- Impossible to audit
With SSO, password sharing becomes impossible by design, which is both good security practice and good governance.
What About Licensing? Doesn’t SSO Increase Costs?
In some platforms, moving to SSO results in cost penalties because shared logins are replaced by individual accounts.
WorkCast recognises that this change is positive for both security and adoption, and does not penalise customers for doing the right thing.
WorkCast licenses include multiple user logins as standard, so organisations can adopt SSO confidently , without cost spikes or productivity compromises.
Why Microsoft SSO is Ideal for SMEs in Events
For SMEs , particularly those already using Microsoft 365 , Microsoft SSO offers a strong combination of:
- Familiarity
- Low friction
- Strong security controls
- Seamless MFA
- Scalable licensing
- Admin simplicity
It fits naturally into what organisations are already doing, rather than introducing another ecosystem to manage.
SSO Enables the Business Value of Events
Ultimately, the business case is simple:
Modern events generate commercially valuable insights.
Those insights only matter if the right people have access.
Access must be secure, controlled, and scalable.
Microsoft SSO , paired with platforms like WorkCast , helps SMEs turn events from isolated marketing activity into secure, organisation-wide assets that drive growth.
Conclusion
Event companies and SMEs don’t adopt SSO simply to improve security , they adopt it to accelerate performance, streamline workflows, and unlock more value from the systems they invest in.
SSO creates the foundation for scalable, secure access to event technology, enabling more employees to participate, collaborate, and leverage data , without exposing the business to risk.
For organisations looking to improve both security and event impact, Microsoft SSO is a logical next step.
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