Reverse ETL Pipelines
Reverse ETL is how modelled data gets back out of the warehouse and into the tools your team actually uses. From CRM enrichment to marketing activation, it closes the gap between what your analysts can report on and what your operators can act on.
We identify the operational gaps where warehouse data would change a decision, then build pipelines that keep those systems in sync. Every implementation includes scheduling, monitoring and error handling, because a silently broken sync is worse than no sync at all.
Capabilities
CRM Data Sync
Syncing modelled data to Salesforce, HubSpot or another CRM.
Marketing Activation
Enriching campaign tools with behavioural segments from the warehouse.
Operational Dashboards
Keeping operational views fresh against the same models as BI.
Custom Pipelines
Purpose-built syncs where an off-the-shelf connector does not fit.
How It Comes Together
A typical data platform architecture
Source systems and events land reliably in a raw layer.
dbt models turn raw data into trusted, tested metrics.
Governed storage optimized for your query patterns.
Dashboards and reports surface insight for decision-makers.
Reverse ETL syncs insight back into the tools your team uses.
In Practice
Data that only lives in a warehouse doesn't change how your business operates, it just changes what your analysts can report on. Reverse ETL closes that gap by pushing modeled, trusted data back into the tools your team actually works in, sales reps see enriched account data in the CRM, marketing sees behavioral segments in the campaign tool, without anyone manually exporting a spreadsheet. We build these pipelines on top of the same tested, documented dbt models powering your analytics, so the numbers your operational tools show match the numbers in your BI dashboards; inconsistency between the two is one of the fastest ways to lose a sales team's trust in the data. Sync frequency is matched to actual business need rather than defaulted to real-time, since near-real-time syncing costs more in compute and complexity than most operational use cases require. Every pipeline includes monitoring and alerting for sync failures and schema drift in the destination system, because a silently broken reverse ETL sync is worse than no sync at all, teams keep acting on stale data without knowing it.
Related Services
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Common questions
Reverse ETL moves modelled data out of your warehouse and into the operational tools your team works in, such as a CRM or a campaign platform. Traditional ETL moves data into the warehouse; reverse ETL is the return leg, so the numbers your sales team sees match the numbers in your dashboards.
Census and Hightouch are the two best-known managed platforms, and most warehouses can also drive a custom sync directly. Which is right depends on how many destinations you need and how unusual your field mapping is. A managed tool earns its licence once you are syncing to several systems; a single destination with awkward mapping is often cheaper to build.
Match the frequency to the decision the data drives, not to what the tooling can do. Near-real-time syncing costs more in compute and complexity than most operational use cases need. If a rep acts on the field once a day, an hourly sync is already generous.