Networking reseller Logical has admitted it needs to rebalance its resources as it restructures in an effort to increase sales generation.
It is removing three senior executives from its pay roll, including business development director Martin Lockett, in addition to the 30 staff that it made redundant in March, as it works to become a sales led organisation.
Simon North, managing director at Logical, said the company did not have the right balance of skills within its staff. "We need more in the sales and marketing front end to fully utilise our technology resources," he said.
"We are making moves to go from being a technology-led organisation to a sales-led one. We are changing our staff profile but not dramatically."
The company is aiming to increase its number of customer-facing staff, to be able to introduce new technologies quicker and to streamline internal processes.
In April, Jeremy Keefe joined the reseller from Computacenter as UK sales director, tasked with accelerating sales in technology areas other than Logical's core area of data network infrastructures and support.
The company is launching two new business units: Voice IPT and Service Assurance, and others are planned.
Sales have dropped from £43m in 1999 to £38m today, but this, according to analysts, is in line with results in most European markets.
Keith Humphries, senior analyst at EuroLAN, said Logical had been "caught out" by being too early into new technologies in the past. "It has flirted with new technologies but was often there before the market was established."
Managed services and e-commerce were two areas where Logical jumped the gun, the source added.
But Maurice Lee, managing director at reseller Premises Networks, said Logical's problems were more to do with its difficulties in adopting voice and data convergence.
"This is the third restructure this year and the company is struggling to move into convergence from its traditional data background," he said.
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