🗄️ The "Warehouse" Problem

Your Engineering team built a massive Data Warehouse (Snowflake, BigQuery, Redshift). It knows everything about your customers.

• It knows how many times they logged in.
• It knows their Lifetime Value (LTV).
• It knows their "Churrn Risk Score."

But your Sales Reps work in HubSpot. And HubSpot doesn't know any of this.

Your reps are "Data Poor" in a "Data Rich" company.

You don't need another dashboard (Looker/Tableau) that reps won't look at. You need to put the data in their face. You need to move it into the CRM custom fields.

This is Reverse ETL. Tools like Hightouch and Census are the pipes that pump data from the Warehouse to HubSpot.

Here is how to build the PLG (Product-Led Growth) engine.

🌊 Use Case 1: The "Usage" Alert (PQLs)

The Data: Your warehouse calculates that a user has "Activated 3 Core Features."

The Pipe: Hightouch runs a SQL query: SELECT user_email, active_features FROM product_usage.

The Sync: It pushes Active Features = 3 to the HubSpot Contact record.

The Action: HubSpot Workflow triggers: "Create Task for Sales: User is Product Qualified (PQL). Call now."

🌊 Use Case 2: The "LTV" Segment (Marketing)

The Data: Your warehouse calculates "Predicted LTV" based on complex AI models.

The Pipe: Census syncs Predicted LTV to a HubSpot Custom Property.

The Action: HubSpot "Active List" updates: "Top Tier LTV." Marketing automatically sends them a "VIP Event Invite."

🌊 Use Case 3: The "Owner" Mapping (Routing)

The Data: Your complex territory logic lives in a SQL table, not HubSpot.

The Pipe: Reverse ETL syncs Territory Owner from SQL to the HubSpot Contact Owner field.

The Action: Routing happens instantly based on your "Single Source of Truth" logic in the warehouse.

⚠️ The "Sync Frequency" Note

Reverse ETL is fast, but it isn't "Real-Time" (usually). It runs in batches (e.g., every 15 minutes).

For "Urgent" alerts (Password Reset), use a Webhook.

For "Sales Context" (Usage, LTV), use Reverse ETL.

Don't Let Data Die in the Warehouse.

Data is only valuable if it is actionable.

If your sales team has to log into Tableau to see "Usage," they won't do it.

If the "Usage" is in a HubSpot field, they will use it to close the deal.

Operationalize your Data.

Not sure how to write the SQL or map the keys?