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The team behind Formula L4

Your strategy.
Finally executed.

Holly LaBoda, Founder of Formula L4
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. We show up to make yours work. My best clients call me when they 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 Call with Holly Connect on LinkedIn

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. We see it from the outside, think broadly across the whole system, and translate 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
We don't arrive with a preferred approach and adapt it to your situation. We start with your strategy, your competitive position, your customers — and build 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.

Logistics · 3PL
Formula L4 Client
Full-service 3PL — freight forwarding & customs brokerage
What changed
Leaders aligned and deciding faster — before the playbook even launched
The situation
A sales process that lived in everyone's head differently

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
Formula L4 Client
Asset-light freight brokerage — complex B2B sales environment
What changed
Performance maintained through one of the hardest freight markets in years
The situation
A strong strategy. A market that made executing it harder every quarter.

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
Formula L4 Client
Mid-sized sales organization — multi-branch, growing headcount
What changed
Manager onboarding time cut by ~50% — freed to lead instead of administer
The situation
A manager spending most of their time on things that shouldn't need them

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
By redesigning onboarding around a clearly defined sales process — with intentional sequencing and built-in practice — the manager's onboarding involvement dropped by approximately 50%. That time didn't disappear. It shifted to higher-value work: real coaching conversations and leadership that actually develops people. The system did the administering. The manager got to lead.

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
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 us 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: TIA · Minnesota Transportation Alliance
Book a Growth Momentum Call with Holly Connect on LinkedIn

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
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
Sara Black
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
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
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
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.

Work with us

You've seen who we are.
Let's talk about what you're building.

A 30-minute Growth Momentum Call with Holly. No pitch. No generic frameworks. A direct conversation about where the gap between your growth strategy and your team's execution actually lives — and what to do about it first.

Book a Growth Momentum Call with Holly

Logistics · Distribution · Professional Services · No commitment required