Is ReverseETL the future of data products?
As a technology, it is insufficient to create one, and as a sector, it is now irrelevant, replaced by the PLG CRM.
🧮 Is ReverseETL the future of data products? ReverseETL is a building block of modern data products. However, as a technology, it is insufficient to create one, and as a sector, it is now irrelevant, replaced by the PLG CRM.
💻 Given that the technology is generic, and except for HighTouch and Census, the brand awareness is low, ReverseETL is becoming a feature of many other components in the modern data stack, such as customer data platforms or even classic data pipeline orchestrators.
💡 However, ReverseETL has the right vision of taking data from the data warehouse and making it widely available to broader user groups within the organisation. The main idea is simple, push data from the data warehouse to the CRM, ERP or other business applications and, in the process, create aggregations and processing that make it more insightful and understandable for the end user.
📉 ReverseETL gets it wrong because the process and the final data product are not for technical audiences. The primary beneficiaries are not in the data organisation. Any business user must be able to operate it. Here is where PLG CRMs shine in comparison.
🤔 Over the following days, I will share more insights on why I consider ReverseETL a dead category. Do you agree? Do you work with ReverseETL products and pipelines and are satisfied with them? Or do you already see their demise as well?