With the rise of modern data stacks, companies can now build a single source of truth in their data warehouses. However, getting data out of the warehouse and into operational tools is historically challenging, causing business teams to hit a barrier where important data is stuck in the warehouse. Reverse ETL (Extract, Transform, Load) flips the traditional data pipeline by moving data from the warehouse into operational tools that business teams rely on. By doing so, insights can drive real-time actions across the business, transforming data from something referenced after the fact into something that actively informs decisions in the moment. This approach enables organizations to close the gap between analytics and execution, making data a real-time asset. Reverse ETL is no longer a nice-to-have but a strategic imperative, requiring speed, precision, and governance to execute at scale. The combination of Fivetran and Census provides a complete, enterprise-ready data movement platform that simplifies ingestion and activation with accurate, secure, and always-in-sync data.