Speaker Kit & Media Resources
Speaker Kit & Media Resources
For event organizers & podcast hosts
This page has everything you need — bios, headshots, talking points, logos, and media links. If something is missing or you need a custom format, reach out directly.
Thanks for having me. I'm looking forward to the conversation. Below is everything you need to promote the episode or event — bios in two lengths, headshots, logos, talking points, and links. Please use the assets as-is where possible. If you need something specific that isn't here, reach out directly.
Bios
Two versions of each — use whichever fits your format. Copy is ready to paste.
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 — which means she doesn't just teach what worked once; she builds the system that makes it work consistently. 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.
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 proprietary diagnostic and competency model, the LIFT Method development process, 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.
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.
Holly LaBoda builds the sales systems that help logistics and supply chain leaders grow without the heroics.
Stage / Podcast Intro
Use this 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 L-to-the-fourth, a sales operating system built for logistics, supply chain, and distribution leaders who've outgrown how they operate. Please welcome Holly LaBoda.
Note: "Formula L⁴" is pronounced "Formula L to the fourth." Feel free to say "Formula L4" for simplicity — both work.
Headshots
Five options — all high resolution. Hover to download. Use any that works for your format. All are approved for promotional use.
Action photos
For event promotion, social posts, and program materials. All approved for use.
Logo & brand assets
Use on dark backgrounds. This is the standard version for most promotional materials, slides, and social graphics.
Download PNGUse on light/white backgrounds only. For printed materials or light-background digital placements.
Download PNGNavy: #002742 · Red: #cc0000 · Orange: #f15a24 · Yellow: #ffc000 · White: #ffffff
Talking points & topics
Use these as conversation starting points, episode descriptions, or pre-interview prep. All are areas where Holly has deep, practical expertise.
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.
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.
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.
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.
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.
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
Five proven talks, all available as keynotes or extended working sessions. All can be customized to your audience.
"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."
"Most sales organizations weren't designed to execute strategy. They evolved to survive. There's a difference — and your team feels it every day."
"If your best move is showing up in late-stage deals, you're not leading a sales organization. You're running one."
"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."
"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
Recent and notable appearances for reference, cross-promotion, or show notes.
Links & social
For event organizers
