Reverse ETL is a doorway that allows companies to step into the new era of Operational Analytics, leveraging insights to take action in day-to-day operations. With the increasing number of applications used by business teams, data engineers are struggling to keep up with pipeline maintenance and integration requests, leading to wasted skills and reduced trust in data. Reverse ETL enables personalization and growth while unlocking the data team's ability to do their best work, driving happier data teams and stronger customer dialogue. The new generation of data leaders needs to evaluate and implement these tools successfully to achieve operational excellence. Companies need better personalization and engagement to be competitive, and dedicated services like reverse ETL do a better job than point-to-point platforms in doing things "half-well." Reverse ETL allows companies to adapt quickly with the flip of a switch, empowering them with data-enriched context about customer behavior in real-time. This is particularly important for marketing teams who need fast access to data insights to power personalized messages and campaigns.