Building an Internal Enablement Program
for a New Revenue Stream

Project Overview

Klarna, best known for its Buy Now, Pay Later model, was expanding into new revenue streams by acquiring six marketing solutions and consolidating them into a new division: Klarna Media.

Deep dive

    • No standardized messaging

    • No product knowledge across teams

    • No structured enablement or training program

    Klarna needed a strategic, company-wide approach to educate, align, and empower internal teams fast.

  • Full-Time Product Marketing Manager that led the strategy, content development, and execution of Klarna Media’s internal enablement and certification program.

  • 1️⃣ Discovery & Roadmap

    • Collaborated with product leads to identify training gaps

    • Built a structured enablement roadmap aligned with GTM plans

    • Audited and consolidated messaging across all six solutions

    2️⃣ Messaging & Positioning

    • Crafted Klarna Media’s unified story and value proposition

    • Defined product USPs and mapped competitive differentiators

    • Created battlecards, playbooks, and sales pitch tools

    3️⃣ Training & Certification

    • Designed training modules using Looop, Klarna’s internal platform

    • Wrote product deep-dives, use cases, and quizzes

    • Developed Pitch Perfect demo sessions + regional Pitch Clinics

    • Certified teams via Klarna Academy

    4️⃣ Internal Communications & GTM Toolkit

    • Shared updates via Slack, internal newsletters, and global team meetings

    • Integrated Klarna Media messaging into:

      • ✦ Solutions Overview decks

      • ✦ Global Partner Intro deck

      • ✦ Klarna.com landing pages

      • ✦ External sales enablement materials

  • Six training modules with all relevant information, and short quizzes after each section.

    • 100% internal certification across sales, marketing, and product teams

    • Klarna’s first structured internal enablement program — launched on time

    • Klarna Media fully integrated into GTM materials and team workflows

    • Personal recognition from Klarna’s CMO, David Sandstrom, for quality and impact

    • Cross-functional collaboration with Product, Marketing, Sales, and Leadership

    • End-to-end product marketing strategy and enablement

    • Scalable training design for global teams

    • Messaging, positioning, content creation, and internal launch

“Congratulations on the launch of the new Marketing and Ad Solutions training on Looop. I’ve heard how much effort you put into it, and the quality and breadth of it really shows. This resource is incredibly important to growing our PSTs and sets a high standard for trainings and inspirations. Well done and thank you again!”

David Sandstrom
CMO, Klarna

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