We report on some aspects and recent progress in certain problems in the sub-Riemannian CR and quaternionic contact (QC) geometries. The focus are the corresponding Yamabe problems on the round spheres, the Lichnerowicz-Obata first eigenvalue estimates, and the relation between these two problems. A motivation from the Riemannian case highlights new and old ideas which are then developed in the settings of Iwasawa sub-Riemannian geometries.