Reverse ETL
Separate tool syncs warehouse data to CRM. Data lives in warehouse; copies flow to CRM on schedule. Vendor-neutral but introduces sync state and latency.
Data 360 Zero-Copy
Salesforce queries warehouse data directly. No sync; no copy. Lower latency, less state to manage. Tightly coupled to Salesforce stack.
When Reverse ETL Wins
Multi-vendor stack (data flows to HubSpot, Marketo, ad platforms, not just Salesforce). Complex transformations before landing. Teams already using Census/Hightouch.
When Data 360 Wins
Salesforce-centric stack. Real-time grounding for agents. Simplified architecture. Reducing vendor count. Most net-new Salesforce deployments lean Data 360 first; multi-vendor shops lean hybrid.