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Over the next decade, we’ll see an incredible transformation in how companies collect, process, transform and use data. DataOps has always struggled with a gap between the data stakeholders who use data (e.g. RevOps) and the data team that delivers it. But DataOps doesn’t solve for one vital element: The request-and-wait cycle. Reverse ETL tools have made it possible for the collected and cleaned data to be put into action. Closing this loop creates a self-reinforcing virtuous cycle of data, where daily data-driven decisions are made better.