// RevOps
Data Warehouse
The central analytical database (Snowflake, BigQuery, Databricks, Redshift) where all business data is consolidated.
In depth
In 2026, the warehouse is the source of truth. CRM, product, billing and marketing data all land there; RevOps modelling runs on top; reverse ETL pushes derived attributes back to CRM. The 'composable' modern data stack.
Related terms
Reverse ETL
Moving modelled data from the warehouse back into operational tools (CRM, marketing, product) for activation.
CDP
Customer Data Platform, a unified store of first-party customer data, resolved to a single profile per person or account.
Identity Resolution
The process of stitching multiple signals (emails, cookies, device IDs, IP) into a single canonical person or account.