In my experience this scenario is very accurate. Add to it the growing usage of tools like Pipedrive, Pipefy, Airtable, that sometimes prod-eng team is not even aware.

As a Rudder and Fivetran user, I can see a very complementary use case for Grouparoo. Where the first two are responsible for unifying events and external data in the DW and Grouparoo to sync user data to other tools.

Two other tools that I saw in this space (not Open Source): https://www.calixa.io/ https://windsor.io/