Obito took control of Juubi through his will power. Difference between Juubi and Kurama is Kurama has a personality, Juubi, not so much, it is literally a physical manifestation of Nature energy, that's why its original form is a tree.
Madara can control Juubi, which is a huge mass of Natural energy because of Sage Mode. That was his sole purpose of stealing it from Hashirama.
To control Kurama, it does not require SAGE MODE, but to come to a mutual understanding, which eventuall happened
Not even Madara OR OBito could control Kurama,only way was to place him in a genjutsu.