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Reverse ETL is a process that transmits data from storage systems like data warehouses or data lakes into operational systems such as SaaS tools or CRMs. One example of reverse ETL could be developing a pipeline that brings lead scoring information into Salesforce. By using reverse ETL, teams can eliminate manual tasks, like pulling data from CSVs, and instead automatically push data into their operational systems. While this process used to be difficult, requiring extensive development and maintenance, new reverse ETL solutions with out of the box connectors are making reverse ETL more commonplace.

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