A data integration pattern that moves data FROM the data warehouse INTO operational tools (CRM, marketing platforms, sales tools) — the opposite of traditional ETL, which moves data from operational systems into the warehouse.
Reverse ETL activates the warehouse: instead of warehouse data only feeding BI dashboards, it gets synced back into Salesforce, Hubspot, Mailchimp, Marketo, etc. so operational teams act on warehouse-derived insights. Use cases: pushing lead scores from a data science model into Salesforce, syncing computed account-health metrics from the warehouse into Hubspot, or pushing customer segments into Mailchimp. Hightouch, Census, and Polytomic are the leading vendors.
Computing customer-churn risk scores in dbt models, then Reverse ETL'ing them to Salesforce so CSMs see them on every account record.
Reverse ETL closes the loop between analytics and action — warehouse-derived insights stop dying in dashboards and start driving customer-facing behavior.
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