[matthewaveryusa]

azure AD presence does not imply they use msft sso as their sso.

sso integration when interacting with a fortune 500 will be a minuscule aspect of the arrangement should you get there. an f500 does not simply decide to use your product and do an sso integration et voila. they want a compliance regiment, a custom crafted legal arrangement, risk assessment, probably an onprem discussion, if you’re small enough a straight out purchase discussion. months if not years of negotiation. basically the sso button is the least of your concerns.

[psidebot]

Even if they don't use Azure AD as their primary SSO you can often federate indirectly via Azure. For many large corporations, an auth against Azure redirects to Microsoft, then to whatever enterprise SAML2 service they're running, then back to Microsoft to pick up an OIDC token or SAML transformation, then back to your app. Instead of supporting however many SAML 2 providers with custom claim mappings you get Azure's reasonably straightforward token. You can also pick up Azure group membership (which many companies maintain or sync from on-prem AD) which is nice for mapping application roles.

[Godel_unicode]

I hope others listen to this and continue to believe that growing through being a great shadow IT option isn’t viable. Makes my life much easier!

If you want to be used by business users in a hurry, be under their p-card limit and support their SSO out of the box.

[yowlingcat]

It sounds like this is exactly a path you have taken with B2B PLG. Mind throwing the rest of us a bone and giving a sense of what your seats/month and/or growth in seats/month looks like?