We have a background in product and engineering for Asia population-scale customer data infrastructure and applications - across Affle (3 Bn+ connected devices for consumer intelligence-based marketing), Truecaller (~400 Mn. MAU) and Razorpay (India's largest payments platform).

We built Multiwoven as an open source reverse ETL tool for data activation. After our recent repo launch, Multiwoven started being used by data teams to eliminate the complexity and tediousness of building and maintaining data pipelines to third-party biz/marketing/sales tools.

From our early users and discovery conversations, we quickly started seeing users who have a data warehouse use us like a CDP on top of their warehouse. Many of them were customers and prospects of Salesforce (CRM and/or marketing cloud).

The simple solution that worked for them -

1. Easily works with all their tools (not just Salesforce's ecosystem). We are adding roughly two new Connectors every week, and it's also easy to build or customize for someone's own needs (without going through long and expensive professional services)

2. Not being compelled to invest upwards of half a million dollars a year on Salesforce CDP. The Salesforce CDP Starter Pack is at $110K, and doesn't include Segmentation, Audiences and Ad integrations (imagine a CDP without these!)

3. Being able to easily self-host the software (that essentially has access to all their warehouse data) and not worry about jumping through Compliance/InfoSec's hoops.

Gartner recently naming Salesforce CDP a leader in their first Magic Quadrant for CDPs is certainly surprising. We're not sure that users feel the same way. We recently released a connector to Salesforce CRM, and Salesforce Marketing Cloud is on the way. We are continuing to furiously build and working to meet users' needs.

As a young project, we'd love your feedback. https://github.com/Multiwoven/multiwoven