<b>Reverse ETL: the layer your stack quietly outgrew</b>

<b>Reverse ETL: the layer your stack quietly outgrew</b>

Five reads on syncing warehouse data back into the tools your team actually uses.

1. <i>The Unbundling of Airbyte</i> — why warehouse-native syncs are eating standalone iPaaS, with a clear diagram of where data lives. Skip if you're pre-warehouse. Source: dbt Labs blog.
2. <i>Census vs Hightouch, by someone who shipped both</i> — an engineer's teardown, not a feature grid. Source: Locally Optimistic.
3. <i>Idempotency keys in reverse ETL</i> — the one-pager that saves you from double-firing 40k Salesforce updates. Source: Hightouch docs.
4. <i>Operational analytics, defined</i> — Benn Stancil draws the line between dashboards and activation. Source: benn.substack.
5. <i>When NOT to use reverse ETL</i> — a contrarian take arguing event streaming beats it for real-time. Source: Materialize blog.

That's the stack for this week. Forward to a teammate.