Katherine Baker
Connect with Katherine:
Katherine Baker is Development Director at Exertis Supply Chain Services, bringing more than 20 years of experience in the technology sector across distribution, global brands, and multi-channel commerce. She has delivered a wide variety of products into B2B, retail, e-commerce, and B2C channels at a global level.
Katherine specialises in strategy creation, commercial analysis, and the development of tools and programmes that open new revenue opportunities for clients while building on Exertis SCS’s broad service portfolio. She works closely with clients to identify their optimum route to market and provides hands-on guidance across margin stack creation and commercial budgeting.
Speak to Katherine about developing effective route-to-market strategies, optimising margin structures, and identifying new commercial opportunities across B2B, retail, and e-commerce channels.
Overview of Expertise
Katherine works with clients across the full commercial lifecycle, from initial market entry strategy through to ongoing profitability planning. Her specialisms include:
- Route-to-market strategy across B2B, retail, and e-commerce channels, with hands-on experience across European distribution and global brand environments.
- Commercial and margin analysis, including margin stack creation, profitability modelling, and budget planning to support sustainable growth.
- Development of client-facing tools and programmes that create new commercial opportunities and extend Exertis SCS’s service offering.
- Sales and operational strategy, aligning commercial goals with operational capacity across complex, multi-channel environments.
- Distribution and retail expertise across Europe, with a deep understanding of channel dynamics, partner expectations, and market entry requirements.
Katherine’s Top Tips for Route-to-Market Success
Drawing on two decades of experience working with technology brands and distributors across global markets, Katherine shares three principles that she sees make a consistent difference for businesses looking to scale commercially:
Know your margin stack before you commit to a channel.
“Too many businesses choose a route to market based on volume potential alone, without fully modelling what that channel will actually cost them. By the time the margin erosion becomes visible, it’s difficult to unwind.”
Every channel carries its own cost structure, logistics, returns, platform fees, partner margins. Building a clear, granular margin stack before committing gives you the commercial confidence to negotiate well and price correctly from day one.
Strategy without operational alignment is just a plan on paper.
“The most elegant go-to-market strategy will stall if the operational side isn’t ready to support it. Sales and ops need to be speaking the same language from the outset.”
Commercial ambition has to be matched by supply chain, fulfilment, and customer service readiness. Businesses that grow sustainably are those where strategy and operations are developed in parallel, not in sequence.
Revisit your route to market regularly, markets don’t stay still.
“What worked three years ago may be actively working against you today. Channel economics shift, new platforms emerge, and customer expectations evolve. The businesses that stay ahead are those that treat route-to-market as a living strategy, not a one-time decision.”
Periodic commercial reviews should include looking at channel performance, margin contribution, and emerging alternatives. These are one of the highest-value activities a business can invest in.
Want to explore your route-to-market options or sharpen your commercial strategy? Speak to our friendly team today.
