This article discusses the importance of syncing data to CRMs (Customer Relationship Management) systems in order to take business action and engage with customers effectively. It highlights the limitations of traditional CRM views, where data is often missing critical information about the customer, leading to missed opportunities for personalization and engagement. The article then benchmarks reverse ETL tools against two popular CRMs, Hubspot and Salesforce, finding that Census was up to 87x times faster than Hightouch in syncing data to these systems. This speed enables businesses to unlock new use cases such as creating a unified customer profile, product-led growth, lead scoring, and consistent reporting, ultimately driving better sales performance and customer engagement. The article concludes by emphasizing the importance of fast, high-quality data for competitive edge and the potential for reverse ETL solutions like Census to operationalize customer data and unlock new possibilities for businesses.