B2B Sales Lab was built by the hosts of the Two Tall Guys Talking Sales podcast, Sean O'Shaughnessey and Kevin Lawson, after 200+ episodes and thousands of conversations with B2B sales professionals. They started the Lab because too many salespeople are expected to perform like professionals while being coached like an afterthought.

The company focuses on practical, deal-level coaching rather than generic sales training. Its mission is to give reps a place to bring a live, stuck deal and get direct, practitioner feedback instead of another framework to memorize.