The data warehouse is emerging as a single source of truth for marketing teams to do their job better and faster with customer data, but access to it has been historically limited to data teams who speak SQL. Warehouse-native no-code tools like Census enable marketers to unlock data directly from the warehouse without needing to know SQL, allowing them to access and activate customer data across marketing channels without engineering effort. This shift is bridging the gap between marketing and data teams, enabling more efficient campaigns and faster audience experimentation. The data warehouse has all the data, but prior to data activation, it was not accessible to marketers, whereas Customer Data Platforms (CDP) were designed to be highly accessible to marketers but lack the data and are therefore ineffective for data activation. With data activation, marketers can build segments during meetings, launch campaigns in 30 minutes, and remove false dependencies between marketing and data teams, making them more agile and enabling each side to spend more time on value-adding work.