Reverse ETL

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Reverse ETL

What is it?

ETL = Extract, Transform, Load Think about it like a big pizza. 🍕

The "Extract" part is like taking all the toppings off the pizza and putting them in a big bowl.

The "Transform" part is like cutting up the toppings and putting them back together in a different way so it's easier to eat.

The "Load" part is like putting all the toppings you want on the pizza (I'm looking at you, pineapple).

Reverse ETL is the opposite of that...

Reverse ETL is when you take information from a big place where lots of data is stored and send it to other tools that different parts of a company can use. For example, the sales team and the marketing team can use product usage data to get more qualified buyers on the call. Reverse ETL features usually include:

• Ensure data sync from a data warehouse (source of truth) to other tools

• Support several pre-built connectors to various APIs to facilitate loading data into the applications

• Provide a system for detailed logging, auditing, and updates and provide alerts in case of any issues

Who’s the buyer?

Usually, data or ops leadership buys the tool. Think growth operations or head of data.

33% of buyers are in the SMB segment, 52% in the mid-market, and 15% in the enterprise market.

What is the problem?

Reverse ETL software helps solve the problem of having access to up-to-date and accurate information from a central place, like a data warehouse, for different teams in a company. Sales teams can have product data, or product teams can have marketing data, etc.

How big is the market?

The top 10 players bring about $80M in revenue. The combined annual revenue of all players in the market is north of $170M.

How fast is it growing?

In the past 3 years, the market's supply side has grown 533% with an average of 201% year-over-year growth.

Who are the top 10 players?

How much are people paying?

Usually, companies spend $300 - $1000 per month on Reverse ETL software.

How are they buying?

Most players have a free plan as the time to value to relatively fast (just bring your own data and connect your tools). Most companies in this segment follow a product-led sales approach.

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