As champions of product innovation and customer experience, chief product officers, directors, and strategists play a strategic role in delivering products that make it easy for customers to solve their everyday challenges. However, competition in the SaaS industry is fierce. Unique features serve as competitive differentiators, but customers and partners always want more. To drive growth, product leaders need to ensure all aspects of user experience are intuitive, seamless, and flexible — including authentication and authorization. The steps users take to log in to systems set the tone for all interactions that follow. By simplifying these initial B2B and B2C experiences, and by providing flexible, modern authentication capabilities including single sign-on (SSO) and passwordless experiences, product leaders can leverage security as a competitive differentiator. That’s because intuitive, self-service onboarding experiences can help SaaS companies drive conversions by shortening the time between decision and action. Companies can also spur growth by.