Reverse ETL is the practice of moving data out of a warehouse and into the operational tools that act on it, such as a CRM, an ad platform or a sequencer. It is the opposite direction to a normal ETL pipeline, which pulls data into the warehouse for analysis.
It exists because the warehouse is usually where the complete picture lives and almost never where the work happens. A model that identifies the accounts worth calling is worth nothing until it reaches the system a rep opens.
The hard part is not the sync, it is deciding what should change and when. That decision belongs to an orchestration layer; reverse ETL is the delivery mechanism.
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