CRM glossary
Reverse ETL
Also called: audience sync, warehouse activation
Reverse ETL moves modelled data out of the warehouse and into operational tools — an email platform, an ads account, a CRM — so teams can act on fields that previously only existed in analytics. It lets the warehouse definition of churn risk or lifetime value be the same one used in campaigns. Watch sync frequency and destination API limits, because a segment of a million rows can take hours to land. Deletions are handled inconsistently across tools.
Articles using this term · 5
- The questions to ask when choosing a CRM stack · 8 September 2026
- Migrating engagement platforms without a dark month · 13 January 2026
- Reverse ETL in practice: warehouse audiences in your ESP · 24 April 2025
- Running peak season off the warehouse · 11 November 2024
- The Seamless Symphony: Integrating Fivetran and dbt into the Databricks Ecosystem for Harmonious Data Operations · 17 March 2024