--- title: About Formula L4 | Your Growth Strategy, Finally Executed description: Formula L4 builds the sales systems that mid-market logistics, supply chain, and distribution companies need to break past their current growth ceiling. Founded by Holly LaBoda. Book a Growth Momentum Review. --- [![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) - [The Operating System](https://www.formulal4.com/os) - [The Growth Platform](https://www.formulal4.com/growth-platform) - [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) - [Client Login](https://formulal4.learnupon.com/) - [Book a Growth Momentum Review](https://www.formulal4.com/meetings/hollylaboda/growth-consult) [Home](https://www.formulal4.com/home) [The OS](https://www.formulal4.com/os) [— The Growth Platform](https://www.formulal4.com/growth-platform) [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) [Client Login](https://formulal4.learnupon.com/) [Book a Growth Momentum Review](https://www.formulal4.com/meetings/hollylaboda/growth-consult) Formula L4 is a sales-system consultancy for mid-market logistics, supply chain, and distribution leaders. # Your growth strategy. Finally *executed.* ![Holly LaBoda, Founder of Formula L4](https://www.formulal4.com/hubfs/be330019-b38f-46ee-8eda-c26e60aee599.png) Holly LaBoda Founder & Chief Growth Officer · Formula L4 "My best clients call me when they have a problem they can't solve from the inside. Not to hand them a playbook, but to help them see it differently, simplify what feels impossibly complex, and build something that runs without them babysitting it." Most growth partners show up with their playbook. Formula L4 shows up to make yours work. My best clients are mid-market logistics, supply chain, and distribution leaders who need someone to think alongside them, not to hand them an answer, but to help them find the right one faster. The work is about transferring your vision, your competitive approach, your customer philosophy, your growth ambition, to the frontline in a way that actually holds. Without heroics. Without constant oversight. Without the whole thing depending on who shows up on any given day. That requires thinking more broadly than most people inside an organization can. It requires knowing how strategy becomes process, how process becomes behavior, and how behavior becomes consistent results across every rep, region, and market condition. [Book a Growth Momentum Review with Holly](https://www.formulal4.com/meetings/hollylaboda/growth-consult) [Connect on LinkedIn](https://www.linkedin.com/in/hollylaboda/) What this looks like in practice ## Three things your best *growth partner does for you.* This isn't a description of our methodology. It's a description of what changes when we work together, and what stays changed after we leave. Makes complex problems solvable Growth problems feel complex because they usually are. Multiple variables, competing priorities, people too close to see the pattern. **Formula L4 sees it from the outside, thinks broadly across the whole system, and translates what's overwhelming into what's actionable.** Simple doesn't mean easy. It means clear enough to move on. Builds approaches that run themselves The goal is never dependency. Every system we build is designed to function without us in the room. Without a senior leader in every deal. Without a manager compensating for unclear expectations. Without everything depending on who shows up. **If it only works when you're watching, it isn't working.** Transfers your strategy, not ours Formula L4 doesn't arrive with a preferred approach and adapt it to your situation. The work starts with your strategy, your competitive position, your customers, and builds the operating model that makes your vision executable at every level. **The strategy stays yours. We just make sure your team can deliver it.** What this looks like with real clients ## The work that matters *most to us.* These aren't program results. They're what happened when a leader had a hard problem, called us, and we figured it out together. Click any story to read how it played out. Logistics · 3PL Full-service 3PL, freight forwarding and customs brokerage ### A sales process that lived in everyone's head differently Leaders aligned and deciding faster, before the playbook even launched \+ This client's leadership team was smart, experienced, and genuinely committed to growth. But every sales leader held a different picture of what "good" execution looked like. Coaching went in different directions. Expectations varied by manager. The organization had the talent. It didn't have the shared language to make that talent consistent. The instinct would have been to build a playbook immediately. **We started somewhere different: with alignment.** Before anything was built or deployed, we worked to create a single, shared definition of the ideal sales process, something every leader could see, agree on, and use as a reference point in every conversation with their teams. What happened as a result Within 60 days, leaders were already using that shared picture to reset expectations, guide CRM planning decisions, and have more focused development conversations, before the formal playbook had launched. Clarity created momentum. The system started working before it was finished. Logistics · Freight Brokerage Asset-light freight brokerage, complex B2B sales environment ### A strong strategy. A market that made executing it harder every quarter. Performance maintained through one of the hardest freight markets in years \+ This client had clear long-term ambitions and capable leadership. But the market was working against them, and in difficult conditions, organizations often lose the thread between where they're trying to go and what they're asking their teams to do right now. Strategy becomes aspirational. Execution becomes reactive. **The work wasn't to change the strategy. It was to make it executable under pressure.** We worked with leadership to clarify what mattered most in the near term, sharpened the focus on defined near-term priorities, and built the alignment discipline that lets an organization maintain momentum when the market doesn't cooperate. What happened as a result Alignment across leadership and execution teams strengthened. The organization stopped reacting to external conditions and started executing against defined near-term priorities, which is the only thing that creates consistent performance when the market is hard. They built the execution habits that will accelerate growth when conditions improve. Distribution & Logistics · Multi-branch Mid-sized sales organization, multi-branch, growing headcount ### New sellers ramping slowly, and the manager carrying the gap One participant hit every Year-2 performance target in Year 1, a full year ahead of schedule \+ This is one of the most expensive patterns we see. A capable manager pulled into onboarding, answering the same questions, holding reps' hands through early-stage work, not because they want to be the bottleneck, but because **there was no system to make the right things happen without them.** New sellers didn't know what good looked like. Expectations weren't defined. The learning path was improvised deal by deal. So the manager compensated, with time and energy that should have been going toward coaching experienced sellers and building the team's overall capability. What happened as a result The redesigned onboarding system, built around a clearly defined sales process with intentional sequencing and built-in practice, delivered on both sides. The manager's onboarding involvement dropped by approximately 50%, freeing their calendar to shift from administrative oversight to real coaching. And the system taught the sellers itself: one participant hit every Year-2 performance target in Year 1, a full year ahead of schedule. The system did the administering. The manager got to lead. The new sellers got to ramp faster than the org expected them to. Results at scale ## When the system goes *organization-wide.* The stories above show how the work feels. These show what it produces when deployed across an entire sales organization. Named client results · Publicly referenced TMC Transportation Logistics · Flatbed Freight Brokerage · Des Moines, IA 30% Account growth, every account in the program 72% Of growth attributed directly to the work "What they've put together is the best way to fast track an employee from average to outstanding." David Bennett, VP Logistics, TMC Transportation Distribution Client Distribution · Agricultural & Construction Equipment · Multi-state 100% Of participants improved across all competency areas 3.6/4 Satisfaction score, zero dissatisfaction reported "It allowed me to structure what I knew into an effective selling tool, a clear outline to follow in every customer interaction." Program participant The person behind the work ## 18 years. Every angle *that matters.* ![Holly LaBoda](https://www.formulal4.com/hubfs/db8e3404-8139-4942-a943-ba0ce65be095.png) Holly LaBoda Founder & Chief Growth Officer What makes this work different isn't one thing. It's the combination. Sales strategy development. Learning design. Performance diagnostics. Leadership coaching architecture. Change management. Deep industry experience across logistics, distribution, and professional services. **None of those disciplines alone produces lasting growth. All of them together, fused into a single operating system, do.** Holly has never been a sales leader. She's been the person who helped sales leaders become more effective, by thinking more broadly, seeing the full system, and building the infrastructure that lets their strategy travel to the front line. That's a different vantage point. And it produces a different kind of result. The organizations that work with Formula L4 don't get Holly's playbook applied to their situation. **They get their strategy made executable.** Their competitive approach, their customer philosophy, their growth ambition, built into a system their team can actually run. In any market. Without heroics. 18 years in complex B2B sales organizations, building the systems that made sales leaders effective 10 years at C.H. Robinson, enterprise sales curriculum design and full go-to-market strategy redesign 8 years building growth systems for 3PLs, asset-based carriers, freight brokerages, and distributors TMSA Board of Directors since 2021 · Active member of TIA and the Minnesota Transportation Alliance [Book a Growth Momentum Review with Holly](https://www.formulal4.com/meetings/hollylaboda/growth-consult) [Connect on LinkedIn](https://www.linkedin.com/in/hollylaboda/) The team and network ## The right expertise *in the room, every time.* Formula L4 engagements draw on a core delivery team and a network of specialists who share our standards. You always get the right person for the work, not whoever's available. ![Kim Johnson](https://www.formulal4.com/hubfs/Kim.jpg) KJ Kim Johnson People & Culture · HR Architecture · Supply Chain 20+ years building performance-driven cultures across supply chain, manufacturing, and healthcare. Kim is a core part of Formula L4 delivery, ensuring the people architecture behind every sales system is as intentional as the process itself. [Connect with Kim](https://www.linkedin.com/in/kim-johnson-5859b712/) ![Sara Black](https://www.formulal4.com/hubfs/Sara-1.avif) SB Sara Black Sales Enablement · Action-Based Learning · Food & Logistics Deep expertise in action-based learning and sales enablement with a specific focus in food and logistics organizations. Sara brings the development delivery depth that makes Formula L4 LIFT programs stick in the field, not just in the session. [Learn about Enable-Mint](https://www.enable-mint.com/) AT Armada Talent Group Talent Acquisition · Supply Chain & Logistics Specialists in building high-performing teams across supply chain, logistics, and operations. When system gaps reveal talent gaps, Armada brings the right people to close them. [Learn about Armada](https://www.armadatalentgroup.com/) SN Sol de Naples Marketing Strategy · Brand & Market Positioning A Florida-based marketing firm specializing in unconventional, no-nonsense approaches to reaching B2B markets. When clients need sharper positioning and market presence, Sol brings focused ideas with measurable goals. Learn about Sol de Naples SS SyncShow Strategy-First Marketing · B2B Pipeline Growth SyncShow builds strategy-first marketing programs designed to drive pipeline revenue for B2B companies. When a client's sales system is ready to scale and their demand generation needs to match, SyncShow closes the gap. [Learn about SyncShow](https://syncshow.com/) MG Manufacturing Growth Lab Sales & Marketing Systems · Manufacturers Builds the systems and infrastructure that turn random acts of marketing and sales into a reliable, scalable growth engine for manufacturers and industrial B2B companies. Learn about MGL Industry involvement **TMSA Board of Directors since 2021.** Active member of TIA, TMSA, and the Minnesota Transportation Alliance. Contributing to how sales leadership, enablement, and growth execution are understood and practiced across the supply chain industry, not just serving it, but helping shape it. How we show up ## Not slogans. *Commitments.* Four things that are true in every engagement, whether it's a 30-minute call or a 12-month partnership. No band-aids We don't patch symptoms, at least not for long. We find root causes and build solutions that hold when the market shifts or the team changes. In practice: we'll tell you what's actually wrong, even when it's harder to hear. Hard truths Sugarcoating growth gaps never helped anyone grow. You'll get direct, respectful candor, the kind that actually moves things forward instead of deferring them. In practice: if there's a structural problem, we name it and bring a plan to address it. Leave it better We're committed to impact, not just delivery. Every system, team, and leader we touch ends the engagement stronger than when we started. In practice: our measure of success is what your team can do without us. By design Everything we build is specific to your strategy, your buyers, and your team. No templates applied without context. No frameworks that don't fit your world. In practice: your vision, made executable. Not ours imposed on yours. Not ready for a call yet? Take the [Sales Strategy Alignment Check](https://www.formulal4.com/alignment) to see exactly where your strategy and your system pull apart. Eight questions, about seven minutes. No email needed to see your result. [See where your strategy breaks down](https://www.formulal4.com/alignment) Common Questions ## The questions we get *most* What does Formula L4 do?+ Formula L4 designs and installs the sales system that produces predictable growth for mid-market logistics, supply chain, and distribution companies. The work is built for the point where the sales operation that got a company to its current revenue tier can't carry it to the next. It pairs strategy with execution and equips the team to run the system after the engagement ends, so growth stops depending on a single rep or a single quarter. Who founded Formula L4?+ Formula L4 was founded by Holly LaBoda, who has never been a sales leader, and that's exactly the point. She's the person sales leaders call when the strategy looks right on the slide and falls apart in the field. Holly came up inside logistics, first designing enterprise sales systems at C.H. Robinson, then building them across supply chain and distribution companies of all types. She doesn't sell motivation or a new playbook. She builds the infrastructure that takes a strategy all the way to the front line and keeps it there. Different vantage point, different kind of result, and growth that doesn't walk out the door when the engagement ends. How is a Formula L4 engagement structured?+ Most engagements start with a Growth Momentum Review, a free session where we talk through your growth goals and what might be slowing you down. From there the work scopes to what you actually need, which can mean designing and installing the full sales system, building leadership capability at the manager level, or deploying a strategy the company has already set. What that looks like depends on the stage your company is in, so the clearest next step is to book a [Growth Momentum Review](https://www.formulal4.com/meetings/hollylaboda/growth-consult). Work with us ## You've seen who we are. *Let's talk about what you're building.* A free 30-minute Growth Momentum Review on what's slowing your growth right now. You'll leave with a clearer picture of what's going on and what to do next, whether or not Formula L4 is part of the answer. [Book a Growth Momentum Review with Holly](https://www.formulal4.com/meetings/hollylaboda/growth-consult) Logistics · Distribution · Professional Services · No commitment required [![Formula L⁴](https://www.formulal4.com/hubfs/FormulaL4_Primary_WhiteLogo_Large.png)](https://www.formulal4.com) An operating system for growth, built for scaling logistics, supply chain, and distribution companies. #### Explore - [The Operating System](https://www.formulal4.com/os) - [The Growth Platform](https://www.formulal4.com/growth-platform) - [How We Work](https://www.formulal4.com/how-we-work) - [About](https://www.formulal4.com/team) #### More - [Insights](https://www.formulal4.com/insights) - [Speaking](https://www.formulal4.com/speaking) - [Take the Alignment Check](https://www.formulal4.com/alignment) #### Connect - [Client Login](https://formulal4.learnupon.com/) - [holly@formulal4.com](mailto:holly@formulal4.com) - [LinkedIn](https://www.linkedin.com/company/formula-l) © 2026 Formula L⁴. All rights reserved. [See where strategy and system pull apart →](https://www.formulal4.com/alignment) ```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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