SSOT allows the organization to focus on the facts, rather than the variants between diverse sources and constituencies within the organization. Using SSOT, business leaders can make timely, unified decisions based on facts, which drive the overall success of the business.
Also, SSOT is the information everyone agrees to. SSOT eventually evolves to becoming common “tribal knowledge” across the organization. Everyone is empowered to make decisions in the same direction for the same purpose.