So even if you could do point-to-point transfers, for example from Salesforce or Marketo directly, you'll still get better benefits from reverse ETL. Gupt a : You could argue that what we're doing can be done in Segment, Marketo or Informatica, and like the list goes on with hundreds of tools that could potentially do what reverse ETL does.īut reverse ETL ultimately benefits from correctness.
What is the real benefit of reverse ETL? Surely organizations can do the same thing with other tools? It doesn't make sense to give you this dashboard, we should actually get it into your SaaS tool, so that you can make workflows out of it." And that's pretty much how Hightouch was born. In order to take action they had to be in their SaaS tools like Salesforce or Zendesk, so that the business user can then use that data and build workflows. Then our prospects told us the dashboard is cool, but they couldn't take action on the data in this dashboard. So we made a decision to put Snowflake, BigQuery and Redshift as the only available sources and then give people this dashboard. That's where we really started learning that people were no longer relying on their SaaS tools to store their data, and they were relying on Snowflake, Amazon Redshift and Google BigQuery. Upon building this product and showing it to customers, they were like, "This is great, but we don't need you to centralize our data we've already done that." It was meant for go-to market teams to really just have one view of all the customer data. I'll tell you the story was basically we had a product, which was a customer data dashboard, and it would show you everything your company had on the customer.
Kashish Gupta : Our business has pivoted a few times. How did you get the idea for Hightouch and its reverse ETL technology?
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