Glossary/Data & Martech/Reverse ETL
Data & Martech
Reverse ETL
Syncing modeled data from a data warehouse back into operational tools such as CRMs, ad platforms and email tools so teams can act on it.
By Brandon Mina·CEO, BrandPilot AI·Updated November 2026
Short answer
Reverse ETL is the process of syncing modeled data from a data warehouse back into operational tools such as CRMs, advertising platforms and email software. It lets marketing, sales and support teams act on warehouse-defined audiences, scores and metrics inside the tools they already use, making the warehouse the single source of truth.