Your CRM was designed for reps to log activities and managers to run reports. It was not designed for deduplication at scale, multi-provider enrichment waterfalls, or scoring model training. Asking it to be your data warehouse is the root cause of most GTM data problems.
Warehouse-first flips the architecture. BigQuery or Snowflake is the source of truth. Dedupe, enrich, score, and resolve identity in SQL. Sync validated outputs to the CRM. The CRM becomes the interface, not the engine.
This is not more expensive. It is more correct. And it survives tool changes, which CRM-as-database never does.