Launching What’s Next: Growth, Leadership, and the Formula L Vision with Holly LaBoda

Growth shouldn’t feel like getting dragged behind the wagon. We sat down with Holly LaBoda, Chief Growth Officer and Founder of Formula L, to unpack why logistics sales so often stall despite high effort and how to make results feel smoother, faster, and far more predictable. Holly has spent decades building sales strategies and leader capabilities across transportation and logistics, and she shares a clear blueprint for turning alignment into momentum.

We start by exposing the subtle frictions that sabotage execution: proposal tools that encourage commodity pricing when leaders want consultative selling, incentives that chase RFP volume instead of value, and a patchwork of processes that confuse sellers about the “right way” to win. Holly explains why outcomes are visible but misleading, and why coaching the behaviors behind those outcomes matters more than policing dashboards. From there, we break down a smarter order of operations; strategy first, systems and enablement next, and technology last, so organizations stop buying tools for problems they haven’t defined. The conversation gets practical about implementation, ongoing onboarding, and the leadership habits that keep change sticky when calendars are full.

Holly also introduces Formula L, a sales operating system made for logistics teams. We explore each stage - Illuminate to assess and roadmap growth, Leverage to refine processes, Lead to equip managers as coaches, and Lift to sharpen seller skills - built on a quarterly loop that keeps strategy, incentives, and tools aligned. The result is less chaos, more clarity, and a path where reps sell better, not just faster. If growth feels heavy, this conversation shows how to remove the drag and build a system that does the pulling.

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Check out the Transportation Sales and Marketing Association (TMSA) website or engage with us on LinkedIn.