What is Shadow IT and how it can work for you
- Manelik Sfez
- Jun 9
- 4 min read
Updated: 12 hours ago
When IT departments move too slow, teams move without them. That’s not rebellion. That’s business. Shadow IT is what happens when marketing, sales, or operations teams adopt software and systems without waiting for IT approval. It’s how most companies actually get things done in the real world.
Why Shadow IT exists
Well, because business moves faster than internal approvals. It's a fact. Organizations are therefore increasingly acknowledging agile processes as a necessity for quick decision-making and implementation. It is just essential for their competitive edge. Traditional approval processes, which often involve multiple layers of bureaucracy, can significantly hinder your ability to act swiftly. As a result, many are exploring ways to streamline rigid internal procedures and enabling innovation and strategy execution without delays.
The truth is that growth teams can’t afford to wait three months for IT to sign off on a newsletter tool. Simply not. So they are inevitably seeking solutions that empower initiative without being bottlenecked by lengthy approval cycles. The demand for marketing automation tools, customer relationship management systems, and content distribution platforms is growing fast. Growth teams require access to these resources to engage effectively with their audiences. And a more decentralized approach to technology procurement develops a culture of self-sufficiency and innovation, which is positive; it enables growth teams to select and implement tools that align with the objectives they've been given.
Let's be real: in 2025, you don’t need a sysadmin to install an app. With advancements in cloud computing and user-friendly software solutions, there's often no need for extensive technical knowledge: many applications are designed to be intuitive and easily integrated. This shift not only reduces the dependency on specialized IT personnel but also empowers employees across various departments to use technology in ways that enhance productivity and collaboration. Organizations see faster implementation times, increased user adoption, and a more dynamic approach to achieving their business goals.
Shadow IT examples
Setting up a website on Wix instead of waiting for internal dev
Using Notion or Airtable instead of SharePoint
Building a Zapier automation to speed up lead routing
It’s not dangerous. It’s pragmatic.
Benefits of Shadow IT (if you know how to use it)
The need for speed in business and marketing
The ability to launch campaigns in days rather than quarters is key for competitive edge. Rapid campaign execution allows companies to respond swiftly to changing consumer trends, emerging technologies, and shifting market dynamics. A shorter time to market allows businesses to react to fleeting opportunities, and swift campaign launches enable them to gather real-time feedback. This means quick adjustments and optimizations that enhance overall effectiveness. Agility improves customer engagement and maximizes ROI as resources are allocated more efficiently.
Autonomous teams and low risk
When teams operate autonomously, they are empowered to build what they need without the constant oversight often referred to as technical babysitting. This approach carries a low risk, as team members are increasingly educated in technology and are able to make informed decisions. Modern applications and software are also developed with a keen awareness of company necessities and potential risks.
Alignment of user-chosen tools
When individuals are allowed to select the tools they use, the outcomes tend to improve significantly. Obviously, users are more likely to choose tools that align with their specific needs, preferences, and workflows. And when they experience increased satisfaction and productivity, it leads to better overall performance. Empowering users to make their own choices will therefore create a sense of ownership and engagement that will enhance results.
Risks, and how to manage them
Data compliance → Use tools with GDPR/SOC2/ISO credentials
Security holes → Limit scope, restrict access, document what you build
Tool sprawl → Assign ownership, audit regularly, standardize gradually
Prototyping systems: when Shadow IT becomes Smart IT:
Using prototypes is probably the best way to test and refine systems before full-scale implementation: once the prototype has been validated through user feedback and performance testing, it is essential to document the findings and processes thoroughly. This documentation is the foundation for scaling the system effectively, and ensures that all stakeholders are aligned with the goals and functionalities. If necessary, involve the IT department at this point to provide technical support and infrastructure. But do so on your terms and maintain control over the project direction. This is a solid way of creating positive collaboration and ensuring that the final system meets established standards.
Smart companies don’t ban Shadow IT. They channel it.
Shadow IT is not a threat. It’s a signal.
It tells you where your internal systems are too slow, too complex, or too locked-down. Smart leaders use that signal to build better systems, and not to shut things down.
Download the 5-Step Growth Clarity Blueprint to learn how to design digital growth initiatives that don’t depend on outdated IT processes.
About the author
Manelik Sfez, founder of the Swiss brand consultancy Ultrabrand, brings 25 years of international business, marketing, and brand strategy experience to the table. He has worked with some of the world’s most iconic brands throughout his career. From luxury goods to global retail, financial services and technological and industry giants, he has guided companies through brand-led transformations that have enabled significant business growth.
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