Now available in CData Sync: Reverse ETL Warehouse Data into Dynamics 365
In early 2024, CData Sync released its first reverse ETL feature, enabling warehoused data replication back into Salesforce. Since then, Sync has built upon that functionality, enabling the use of more databases and warehouses to enrich data in Salesforce, the world’s most popular CRM.
Closing out the year, Sync’s latest product release allows users to replicate data into the No. 2 CRM by market share – Microsoft Dynamics 365. Reverse ETL (extract, transform, and load) equips business operations professionals in marketing, sales, customer success, and more to enrich their data to provide a more complete data picture than their single application natively allows.
Microsoft has a variety of methods to bring information from Microsoft databases (Azure SQL, Azure Data Lake Storage, and OneLake, for instance) into Dynamics. But the reality is that many organizations have data warehoused outside of the Microsoft ecosystem and are wary of vendor lock-in.
Data where operations and business users need it
Sync’s reverse ETL functionality can bring data from Snowflake, SQL Server, Google BigQuery, Amazon Redshift, or PostgreSQL into Dynamics, providing additional context for accounts, contacts, leads, etc.
For a marketing team, this can look like bringing recent customer purchase and website activity history together in an email campaign to better surface relevant product offers, increasing conversion rates.
Warehoused data replicated into Dynamics can also help sales teams better understand the behavior of prospective customers. Aggregating this data from across systems helps sales leaders forecast projected sales and enables salespeople to view all relevant data for an account (past purchases, website activity, product usage, support tickets, etc.) to better assist in the buying process.
On the customer support side, seeing customer help requests alongside product documentation, past calls/emails/chat, order/return history, and licensing agreements can quicken time to resolution and prioritize high-value accounts. Unifying this data can also help comply with contracted service-level agreements (SLAs).
Simplified data access through a single tool
Ultimately, reverse ETL through Sync sets your business users up for self-service data consumption. Direct access via Dynamics to data otherwise available via other operational systems or within your data warehouse provides Dynamics users with a single source for enriched reporting. This leads to more frequent and more informed data use across departments.
For data engineers, warehoused data available in Dynamics reduces the volume of inbound data and reporting requests from non-technical business users. That reduced queue allows engineers to focus on more complex tasks and strategic projects rather than routine data retrieval.
For more information, see our documentation on setting up reverse ETL in Sync and the release notes with all the details on Q4 product enhancements.
