Reverse ETL vs Unified APIs: Architecting Warehouse-to-Customer SaaS Syncs

B2B SaaS companies face a massive architectural decision when building customer-facing integrations: how do you push analytics, lead scores, and usage metrics from your own data warehouse directly into your customers’ CRMs or ERPs? You generally have two options: embed a reverse ETL pipeline into your product, or build against a unified API. If you are deciding how to push data from your Snowflake, BigQuery, or Redshift warehouse into your customers’ Salesforce, HubSpot, and NetSuite instances, the answer is not as simple as “pick a reverse ETL tool.