--- title: Speaker Kit | Holly LaBoda — Formula L⁴ description: Speaker kit and media resources for Holly LaBoda, Founder of Formula L⁴. Bios, headshots, logos, talking points, signature talks, and past appearances. For event organizers and podcast hosts. --- [![Formula L⁴](https://www.formulal4.com/hubfs/FormulaL4_Primary_WhiteLogo_Large.png)](https://www.formulal4.com) - [Home](https://www.formulal4.com/home) - [The OS](https://www.formulal4.com/os) - [How We Work](https://www.formulal4.com/how-we-work) - [About](https://www.formulal4.com/team) - [Insights](https://www.formulal4.com/insights) - [Speaking](https://www.formulal4.com/speaking) - [Growth Inflection Signals](https://www.formulal4.com/growth-inflection-signals) - [Book a Momentum Call](https://www.formulal4.com/meetings/hollylaboda/growth-consult) [Home](https://www.formulal4.com/home) [The OS](https://www.formulal4.com/os) [How We Work](https://www.formulal4.com/how-we-work) [About](https://www.formulal4.com/team) [Insights](https://www.formulal4.com/insights) [Speaking](https://www.formulal4.com/speaking) [Growth Inflection Signals](https://www.formulal4.com/growth-inflection-signals) [Book a Momentum Call](https://www.formulal4.com/meetings/hollylaboda/growth-consult) Speaker Kit & Media Resources · For event organizers and podcast hosts # Everything you need to *promote your event.* Thanks for having me. Below: bios in four lengths, headshots, logos, talking points, signature talks, and media links. Copy is ready to paste. If you need a custom format or anything that isn't here, reach out directly. **Direct** [holly@formulal4.com](mailto:holly@formulal4.com) **LinkedIn** [linkedin.com/in/hollylaboda](https://www.linkedin.com/in/hollylaboda/) **Website** [formulal4.com](https://www.formulal4.com) Jump to [01 Intro Script Stage / podcast intro · 45–60 sec](https://www.formulal4.com/speaker-kit#intro) [02 Bios Four lengths · paste-ready](https://www.formulal4.com/speaker-kit#bios) [03 Headshots Five high-res options](https://www.formulal4.com/speaker-kit#headshots) [04 Action Photos Speaking & facilitation](https://www.formulal4.com/speaker-kit#photos) [05 Logo & Brand Logos, colors, hex codes](https://www.formulal4.com/speaker-kit#logos) [06 Talking Points Six core topics](https://www.formulal4.com/speaker-kit#topics) [07 Signature Talks Five keynote-ready talks](https://www.formulal4.com/speaker-kit#talks) [08 Past Appearances Podcasts & media](https://www.formulal4.com/speaker-kit#appearances) [09 Key Links Website, LinkedIn, tools](https://www.formulal4.com/speaker-kit#links) [10 AV & Logistics For event organizers](https://www.formulal4.com/speaker-kit#av) Stage / Podcast Intro ## Suggested *introduction.* Use as-is or adapt to your style. Designed to be read in 45–60 seconds. Today's guest has spent 18 years inside logistics, supply chain, and distribution organizations — not studying them from the outside, but working in them. She's worked alongside hundreds of sales leaders and thousands of sellers, and she's built her career around one idea: that the ceiling on most organizations' growth isn't talent, isn't market, and isn't effort. It's the system underneath the growth, and that's fixable. She's the Founder and Chief Growth Officer of Formula L⁴, a sales operating system built for logistics, supply chain, and distribution leaders who've outgrown how they operate. Please welcome Holly LaBoda. **Pronunciation note** Written as Formula L⁴. Spoken as "Formula L" — the 4 is silent. Copy Intro Script Bios ## Interview guest bio *& company profile.* Four versions, ready to paste. Each is written to be used as-is. The brand mark is **Formula L4** in writing — pronounced **"Formula L"** when spoken (the 4 is silent). Guest Bio For show notes, episode pages & introductions 100–150 words · ~125 words \+ Holly LaBoda is the Founder and Chief Growth Officer of Formula L⁴, a sales operating system built for logistics, supply chain, distribution, and complex B2B service organizations. She has spent 18 years working inside these industries, including a decade at C.H. Robinson leading enterprise sales system design and go-to-market strategy, before building Formula L⁴ from the patterns she saw break organizations of every size. Holly holds an M.S. in Performance Improvement and certifications in change management and strategy — the disciplines behind building sales systems that hold under pressure. She has worked alongside hundreds of sales leaders and thousands of sellers across logistics, freight, and distribution. Holly serves on the TMSA Board of Directors and is based in Minneapolis, Minnesota. Copy Bio Company Profile For show notes, sponsor copy & event programs 100–150 words · ~130 words \+ Formula L⁴ is a sales operating system built for logistics, supply chain, distribution, and professional services organizations that have outgrown how they operate. Most growth leaders hit a ceiling that isn't about strategy, it's about the system underneath it. Formula L⁴ builds the infrastructure that closes the gap between the strategy leadership decides and what actually shows up in the field: a diagnostic that locates where the system is breaking, a development process that translates strategy into seller behavior, and a full partnership model that delivers the operating system alongside the team. The result is sales growth that doesn't depend on heroics, just a system built to handle it. Formula L⁴ works primarily with founder-led and PE-backed organizations in logistics and complex B2B services. Copy Profile Short Guest Bio For brief intros & social promo ~50 words \+ Holly LaBoda is the Founder and CGO of Formula L⁴, a sales operating system for logistics, supply chain, and distribution organizations. She has worked alongside hundreds of sales leaders and thousands of sellers over 18 years. Her work is built on one idea: system-led growth doesn't depend on heroes. Copy Short Bio One-Liner For social posts, tags & episode descriptions Single sentence \+ Holly LaBoda builds the sales systems that help logistics and supply chain leaders grow without the heroics. Copy One-Liner Headshots ## Professional *headshots.* Five options, all high resolution. Click any image to download. All approved for promotional use. [![Holly LaBoda headshot 1](https://www.formulal4.com/hubfs/cf4a8f3a-f8c3-40bc-9904-8c147672e61e.png) Download](https://www.formulal4.com/hubfs/cf4a8f3a-f8c3-40bc-9904-8c147672e61e.png) [![Holly LaBoda headshot 2](https://www.formulal4.com/hubfs/be330019-b38f-46ee-8eda-c26e60aee599.png) Download](https://www.formulal4.com/hubfs/be330019-b38f-46ee-8eda-c26e60aee599.png) [![Holly LaBoda headshot 3](https://www.formulal4.com/hubfs/1c4df891-dccb-4bf7-8cd4-e05a447bdfbd.png) Download](https://www.formulal4.com/hubfs/1c4df891-dccb-4bf7-8cd4-e05a447bdfbd.png) [![Holly LaBoda headshot 4](https://www.formulal4.com/hubfs/db8e3404-8139-4942-a943-ba0ce65be095.png) Download](https://www.formulal4.com/hubfs/db8e3404-8139-4942-a943-ba0ce65be095.png) [![Holly LaBoda headshot 5](https://www.formulal4.com/hubfs/cdd77b88-44c8-423e-b64d-3dcfbca9723f.png) Download](https://www.formulal4.com/hubfs/cdd77b88-44c8-423e-b64d-3dcfbca9723f.png) Action Photos ## Speaking & *facilitation photos.* For event promotion, social posts, and program materials. All approved for use. ![Holly LaBoda facilitating at TMSA Executive Summit 2024](https://www.formulal4.com/hubfs/TMSA%20Exec%20Summit%2024%20DiSC.jpg) Workshop Facilitation · 2024 TMSA Executive Summit [Download](https://www.formulal4.com/hubfs/TMSA%20Exec%20Summit%2024%20DiSC.jpg) ![Holly LaBoda on panel at Executive Summit 2025](https://www.formulal4.com/hubfs/Jeff%20blog%202025%20exec%20summit.png) Panel · 2025 TMSA Executive Summit [Download](https://www.formulal4.com/hubfs/Jeff%20blog%202025%20exec%20summit.png) ![Holly LaBoda speaking at event](https://www.formulal4.com/hubfs/download.png) Keynote · Wide Shot Speaking engagement [Download](https://www.formulal4.com/hubfs/download.png) Logo & Brand Assets ## Formula L4 *logo files.* Two logo versions for different background contexts. Brand colors below. ![Formula L⁴ white logo](https://www.formulal4.com/hubfs/FormulaL4_Primary_WhiteLogo_Large.png) White Logo Use on dark backgrounds. Standard version for most promotional materials, slides, and social graphics. [Download PNG](https://www.formulal4.com/hubfs/FormulaL4_Primary_WhiteLogo_Large.png) ![Formula L⁴ color logo](https://www.formulal4.com/hubfs/FormulaL4_PrimaryLogo_Medium.png) Color Logo Use on light or white backgrounds only. For print materials or light-background digital placements. [Download PNG](https://www.formulal4.com/hubfs/FormulaL4_PrimaryLogo_Medium.png) Brand Colors Hex values for digital use. Navy #002742 Red #cc0000 Orange #f15a24 Yellow #ffc000 Copy Hex Codes Navy: #002742 · Red: #cc0000 · Orange: #f15a24 · Yellow: #ffc000 · White: #ffffff Talking Points & Topics ## What Holly talks *about best.* Use these as conversation starting points, episode descriptions, or pre-interview prep. All are areas where Holly has deep, practical experience. Core Topic Why hustle isn't a growth strategy — and what is When effort becomes the operating model, organizations have already outgrown their systems. Holly explains what system-led growth looks like and why it's the only kind that compounds. Core Topic The strategy-to-execution gap in logistics sales Most logistics organizations have a clear strategy at the top and something very different happening in the field. Why that gap exists, what creates it, and how to close it without heroics. Core Topic Kill the hero — why growth can't depend on any one thing The hero is your best rep, your biggest account, your most favorable market, or you yourself. Hero-led growth is fragile. Holly makes the case for building the system instead. Core Topic 74% of sales leaders get no formal development — and why that matters The leadership layer is the most important variable in closing the gap between strategy and execution. It's also the least developed. What happens when you fix that, and what it costs when you don't. Core Topic From provider to partner — selling on value in logistics Logistics sales teams are sitting on more value than they know how to sell. Why teams default to price, and the specific skills that shift conversations from rate to impact. Core Topic What replicating top performer results actually requires It's not more training. It's not motivation. It's understanding what top performers actually do differently, and building the system that makes that teachable, transferable, and durable. For Speaking Events ## Signature talks *& keynotes.* Five proven talks, all available as keynotes or extended working sessions. All can be customized to your audience. Talk 01 · Kill the HeroSignature ### Kill the Hero: Why betting your growth on any one thing is the riskiest strategy in the room 45–60 min keynote · SKOs · CRO summits · Leadership meetings · Industry conferences \+ "Your best rep, your biggest account, your most favorable market, or you yourself. When growth depends on any one thing, you don't have a strategy. You have a bet." Talk 02 · Built to React ### Built to React: Why your growth strategy stops at the front door 45–60 min keynote · SKOs · CRO summits · Leadership meetings \+ "Most sales organizations weren't designed to execute strategy. They evolved to survive. There's a difference, and your team feels it every day." Talk 03 · Get Out of the Deal ### Get Out of the Deal: How sales leaders stop being the ceiling on their own growth 45 min keynote · Manager offsites · Leadership development tracks · SKOs \+ "If your best move is showing up in late-stage deals, you're not leading a sales organization. You're running one." Talk 04 · Four Hours ### Four Hours to a Growth Strategy Your Team Will Actually Execute 45–60 min keynote · Executive conferences · CRO & CCO summits \+ "Most leadership teams spend months trying to get to a strategy they can act on. There's a faster way, but it requires doing the work differently, not just faster." Talk 05 · From Provider ### From Provider to Partner: Why logistics companies lose on value and win on price — and how to stop 45–60 min keynote · SKOs · Industry conferences · 3PL & brokerage teams \+ "Your team knows your solution is better. Your customers aren't sure. The gap between those two things is costing you more than you think." Past Appearances ## Podcast & media *appearances.* Recent and notable appearances for reference, cross-promotion, or show notes. The Logistics of Logistics · Joe Lynch New Scaling with Intent: Removing the Constraints to Growth May 2026 [Listen to Episode](https://www.thelogisticsoflogistics.com/scaling-with-intent-removing-the-constraints-to-growth-with-holly-laboda/) TMSA On The Move · Formula L4 Launch Introducing Formula L4 — The Sales OS for Logistics Leaders February 2026 · Live stream [Watch Episode](https://www.youtube.com/live/z6PvtS1oIWs) Beyond Fulfillment · Dave Gulas Mastering Logistics Sales: Soft Skills & Authenticity Matter Most March 2026 [Watch Episode](https://youtu.be/K7uDxiMR9KQ) FR8 Marketing Gurus · Jennie Malafarina The Power of Partnership in Logistics Sales September 2024 [Watch Episode](https://youtu.be/vc4mNx6Z6lY) Everything is Logistics · Blythe Brumleve Hunters, Farmers, & CRMs: Evolving the Logistics Sales Role July 2024 [Listen to Episode](https://everythingislogistics.com/hunters-farmers-crms-evolving-the-logistics-sales-role/) Everything is Logistics · Blythe Brumleve Leveling Up Your Freight Sales Strategy March 2024 [Listen to Episode](https://everythingislogistics.com/leveling-up-your-freight-sales-strategy/) Beyond Fulfillment · Dave Gulas 3 Secrets to Building a Stronger Pipeline April 2024 [Watch Episode](https://youtu.be/QVRoRlobQQ8) Launching Logistics · Jim Becker Episode 3 — Sales Systems for Logistics Leaders October 2024 [Watch Episode](https://youtu.be/NhiffwQjAgw) TrustCentric Closing the Trust Gap in B2B Sales February 2024 [Watch Episode](https://youtu.be/FGxQlMY25VM) Standing Out · Trey Griggs — Ep. 70 Standing Out in Logistics Sales June 2022 [Watch Episode](https://www.youtube.com/live/o7Hlh36Cxtk) Standing Out · Trey Griggs — Ep. 123 Standing Out in Logistics Sales — Part 2 August 2022 [Watch Episode](https://www.youtube.com/live/PTwQOnnAfdQ) Links & Social ## Key links for *show notes & promo.* Website Formula L4 [formulal4.com](https://www.formulal4.com) LinkedIn Holly LaBoda [linkedin.com/in/hollylaboda](https://www.linkedin.com/in/hollylaboda/) Free Tool Growth Signals [formulal4.com/growth-inflection-signals](https://www.formulal4.com/growth-inflection-signals) Newsletter Built For This [formulal4.com/insights](https://www.formulal4.com/insights) For Event Organizers ## AV & logistics *requirements.* Presentation Format PowerPoint or Keynote · 16:9 widescreen · Slides provided 5 business days before the event · Clicker preferred but not required. AV Requirements Lapel or handheld mic preferred · Podium mic acceptable · Confidence monitor helpful but not required · No special lighting or staging needs. Room Setup Any configuration works · Workshop sessions work best in a U-shape or rounds · Keynote sessions work in theater, classroom, or rounds · Holly moves, open floor space preferred. Session Length 45–60 min keynote or half-day workshop · Q&A can be included or separate · Virtual sessions available in 2–3 shorter sessions for the same total content. Travel Based in Minneapolis, MN · Available globally · Virtual sessions available for all formats · Travel requirements discussed at booking. Questions & Coordination [holly@formulal4.com](mailto:holly@formulal4.com) · Response within 2 business days · For day-of logistics, please confirm contact info at least 1 week before event. [![Formula L⁴](https://www.formulal4.com/hubfs/FormulaL4_Primary_WhiteLogo_Large.png)](https://www.formulal4.com) [Home](https://www.formulal4.com/home) [The OS](https://www.formulal4.com/os) [How We Work](https://www.formulal4.com/how-we-work) [About](https://www.formulal4.com/team) [Insights](https://www.formulal4.com/insights) [Speaking](https://www.formulal4.com/speaking) [Growth Inflection Signals](https://www.formulal4.com/growth-inflection-signals) [holly@formulal4.com](mailto:holly@formulal4.com) This page is not publicly indexed · For event organizers and podcast hosts only · Questions: holly@formulal4.com ```json { "@context" : "https://schema.org", "@id" : "https://www.formulal4.com/#organization", "@type" : "Organization", "alternateName" : "Formula L", "areaServed" : { "@type" : "Country", "name" : "United States" }, "description" : "Formula L4 builds organizations that deliver the growth plan, for CEOs, COOs, CROs and CCOs at logistics, supply chain and distribution companies. It aligns the four things a growth plan depends on: the strategy, the systems that run deals, the leaders who coach to it and the skills of the team in front of customers. 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