Carlton powerbroker Bruce Mathieson wants chief executive Greg Swann sacked as the Blues reel from their worst start to an AFL season in 25 years.
Saturday's upset 23-point loss to Melbourne left Carlton wallowing with no wins from four losses in their 150th year.
While Mathieson joined captain Marc Murphy in backing coach Mick Malthouse, the multi-millionaire said the Blues needed widespread off-field change.
Mathieson's nephew Craig is a Carlton board member.
"He (Swann) has to go - 100 per cent he has to go, start afresh," Mathieson told Channel Nine's Sunday Footy Show.
"You can't blame the coach, he doesn't have the cattle.
"Start right now, clean it out - it comes down to how you're run.
"Have we done well? No. Should there be change? Yes."
Swann has been Carlton CEO since 2007..
Mathieson also wants the immediate departure of president Stephen Kernahan, who will resign at the end of this season.
"It is no good him waiting until the end of the year - it has to happen now," Mathieson said.
Mathieson was also calling for a regime change midway through the 2012 season, when the Blues slipped from fifth in 2011 to 10th.
That cost coach Brett Ratten his job and Malthouse took over.
The Blues finished ninth last year, but were elevated to the top eight when the AFL punished Essendon over their supplements scandal.
Carlton then beat Richmond in an epic elimination final comeback and there was plenty of pre-season speculation about whether the Blues would improve this season or go backwards.
But few would have expected them to be so uncompetitive when they lost to Essendon in round three, a dire result that triggered the current crisis.
They had more scoring shots than Melbourne, but their 7.16 inaccuracy doomed them to a fourth-straight loss.
"There's no doubt we're low on confidence," Murphy said.
"I don't think you can expect to win ... when you finish (in front of goals) the way we did.
"We focussed on a lot of areas - we showed a good attack on the ball and our contested ball was up.
"But finishing off just wasn't good enough."
Murphy also back Malthouse to lead the team out of the slump, but said ultimately the responsibility was with the players.
"There's probably no better person to lead us out of the hole we're in at the moment," he said.
"Mick will stay positive and he'll keep teaching us.
"It's up to the players to really dig deep now and get us out of this hole.
"Mick's not out there on the field."
Carlton face another major test on Easter Sundey when they play the Western Bulldogs, who have won their last two games.
