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What are the distinctions between Calixa, reverse ETL, and conventional customer relationship management (CRM) systems?

Thomas Schiavone

Co-founder and CEO at Calixa

I think reverse ETL is amazing. Don't get me wrong. But for me, it's like, "Oh, if you want to pull stuff in from your warehouse, you should either push it to them or we’ve built it in directly now. So you can just boot up a CRM on top of Calixa. Just connect your Snowflake. You can even easily push your custom objects to us.” We feel we can give a better opinionated view if we give this direct warehouse connectivity and treat the warehouse as a first-class integration.

We play nice with Census. We play nice with Hightouch. I like both those companies. They're good people. But at the end of the day, I also want to offer the direct route because we have a lot more flexibility there for how we can create a better user experience specific to our product.

Find this answer in Thomas Schiavone, co-founder and CEO of Calixa, on the PLG data pipeline
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