Anti-Fragile take
Warehouse-first means the warehouse is the source of truth, not the CRM. Dedupe, enrichment, scoring, and identity resolution happen in SQL, then results sync to HubSpot or Salesforce.
This inverts the typical flow where the CRM is the database and everything else is a plugin.
Why it matters
CRMs are bad databases. Warehouses are bad operational tools. Using each for what it does best is the architecture that scales.
How we build it
BigQuery or Snowflake as central store, dbt transformations, and thin CRM sync layers that write only validated outputs.