Collateral damage, Rich. New ownership comes in, cans a bunch of people in an underperforming department to send them a message, then when the department doesn't show results by a deadline they clean house inasmuch as the functions of that department allow. Sales staff in this case tends to be pretty replaceable.
I'm not saying it's a good move, though - the fact is the sales staff is tasked with selling crap and getting people to pay top dollar for it. They're not in the fertilizer business so it isn't easy. But I'm going to guess a guy like Viola doesn't take excuses and doesn't show mercy - he's a New York City type executive. So when the team ain't selling tickets because, frankly, no one in Florida wants to watch a losing hockey team except diehard fans and fans of their opponents who winter there, then the sales department is going to get wiped out.
It's speculation on my part (most everything said in this thread is speculation), but I don't think Viola is trying to move the team right now, so I think this would be the most likely cause of the move.
That, or he's planning to outsource ticket sales to India.