Why should RevOps leaders implement Reverse-ETL this quarter?

Why should RevOps leaders implement Reverse-ETL this quarter?
Photo by Stephen Dawson / Unsplash

October is here and with that comes the fourth and last quarter of the year. It’s an exciting but stressful time. Goals have to be met now that the end of the year is right around the corner and we all want to deliver the best results possible.

The last quarter is also different due to the great amount of holidays over the next three months. A lot of people will be off, and that means people all across your Go-to-market teams will probably be taking time off. Not to mention of course, your customers. Time is limited, but the goals are still there, and I’m sure they are ambitious, so it’s time to take revenue operations to the next level and crush those goals.

You need sales reps to close as many opportunities as possible. Make sure marketing has all the systems in place to generate enough pipeline to get a good start next year. And last but not least, Customer Success must retain all customers, and expand them when possible. We all know budgets get reviewed this quarter, so it’s crucial that Customer Success enables the customer to see the ROI of their investment, otherwise your product can be cut from next year’s budget.

As a RevOps leader it’s your responsibility to make sure your GTM teams are well equipped this quarter and next year. Being well equipped not only means having the best tech stack out there at your disposal, but it also means having the right data in those systems. Data is critical for any business, and if you know what you’re looking for, you can have it almost real-time.

What Should RevOps Own? Tasks and Responsibilities
What should fall under the Revenue Operations obligations? Is it more tactical, or strategic? More solo o collaborative work? Let’s find out!

Within the realm of data, there are tons of tools you can implement, but today we want to tell you about reverse-ETL, and why it is that you should implement it this quarter. For those revenue operations folks that are new to this, the definition of reverse ETL is the process of transferring data from a warehouse into business systems like a CRM, Google Analytics and MAP. This process is done through a reverse ETL tool that integrates with your data source and your business SaaS tools.

Now, let’s dive into the reasons of why it makes sense to implement it this quarter:

Product data in your CRM

If you’re in SaaS, this is going to be particularly relevant for you. Product data has always been a black box for go-to-market teams. They’ll rarely know how a customer is using the product without explicitly asking them, or even worse, querying data in the database using SQL. Truth is, no one in your sales, marketing, or customer success teams should be struggling to get this data. Why not simply put it in the systems they look at every day?

You probably know what I’m talking about. Yes, it’s the CRM. We all use great platforms like Salesforce or HubSpot, which are generally liked by your go-to-market teams, and that through numerous training, knowledge articles, and questions answered, they’ve learnt to master.

Through a reverse-ETL tool, you can quite easily pass data over to your CRM from your Database. All you have to do is, create the fields you’d like to see in your CRM, and then do a model in the reverse ETL tool with that data. Once you have that, simply map the fields in the model to your CRM, and set the sync to execute on a schedule that’s appropriate for what the team needs.

The best part of this process is it’s going to be really fast to set up, we promise. To give you an example, at HelloGuru we get the number of active syncs a customer has in their HubSpot profile. This helps our Customer Success team tremendously as we actually get a grasp of how much they’re using our product. Implementing this was two hours of work, and I’m probably exaggerating.

You can definitely do this yourself, with whatever metrics or insights work for you. That way,  your sales team will know which are the best opportunities to focus on (particularly relevant if you are a PLG business), Marketing can know where you’re falling short in terms of pipeline. And finally, Customer Success will know where certain accounts are struggling and which ones are seeing the most value on your product in order to expand them.

A Single Source of Truth

Why is it that every person at an organization has to look at tons of tools and data sources to create a simple dashboard? This is common at many organizations. Since we have great tools for every single purpose, data has become disparated. Just ask your marketing team how many tools they look at every week to get the relevant metrics.

The good news is that with reverse-ETL you can make this easier. In fact, we can say that as a RevOps leader, this is kind of your job, making sure that your teams are as efficient as possible. With reverse-ETL you can have that unique source of truth everyone strives for. We definitely recommend your CRM becomes this source of truth, but it’s up to you.

What you can do is create different syncs from all your data sources into the unique source of truth. It’s quite possible that the main one will be your product database, but there may be some other databases and SaaS tools where you get important data. One minor caveat here is that you must choose a reverse-ETL tool that can connect to not only databases but SaaS tools. Shameless plug, with HelloGuru you can connect data from more than 50 different sources.

Creating Real Personalized Campaigns

This is going to be particularly useful for marketing teams. Previously, we mentioned the importance of creating a nice pipeline to start the new year well off. Well, one of those ways of moving those prospects down the funnel is targeted advertising.

With reverse-etl, you can use the information on your database, and any source really, to feed your paid advertising channels. This is extremely relevant for companies taking a Product-Led strategy, with freemium or free trial model. The best way to convert those folks is advertising to them on those platforms they spend time on.

We’ve seen HelloGuru customers run campaigns in places like Google Ads, Facebook Ads, and more recently Tik Tok Ads. Getting audiences into these platforms does provide a return on investment. All you need to do is know how to do those syncs. To get it to the next level, you can base these audiences based on product behavior. Simply, set those conditions in your model, whether it is through a drag and drop interface like HelloGuru or SQL, and push them over to your ads platform.

The Bottom Line

Reverse-ETL brings a lot of benefits to your business as a RevOps leader. Not only will it help you organize your data pipeline, from a purely technical standpoint, but actually enhance your teams’ toolbox. The revenue you can influence by implementing a reverse-ETL tool is quite astounding without much work. No need for tough implementations.

HelloGuru: What makes us unique
At HelloGuru we unlock human potential by allowing our users to enrich, consolidate and sync their data to their existing systems without writing a single line of code.


If you’re ready to get started with reverse-ETL book a meeting with us right here! We’ll get you set up right away :)