Preston manager Graham Westley blasted his team's "unacceptable" performance after they slumped to a 3-1 defeat at Oldham.
North End were outplayed in all departments and also ended the game with 10 men after a late red card for Shane Cansdell-Sherriff.
Westley said: "We have to take a long, hard look at ourselves because that performance was unacceptable. Some of our defending was shambolic and we all, as players and a coaching staff, need to look at why that was.
"It's a very bad day at the office and I obviously picked the wrong team because we didn't have the right energy levels.
"Oldham were the better side from start to finish. They deserved to take the lead when they did and we made a lot of defensive errors. Oldham had more desire and enthusiasm than we did."
Oldham struck after 27 minutes when Cristian Montano was fouled by Jack King and the resulting 25-yard free-kick was swept home by Jose Baxter.
The outstanding Baxter also had a hand in Oldham's second, a fine team move which ended with Montano slotting in from 16 yards before the hour after a pass from Jonathan Grounds. Dean Furman killed off the contest 12 minutes later, seizing on a defensive error to comfortably beat Thorsten Stuckmann from 12 yards.
Cansdell-Sherriff was dismissed after 79 minutes for his second booking and Preston's injury-time goal - forced in from close range by Akpo Sodje after a weak Grounds header - was of little consolation.
After a poor start to the season, Oldham have climbed the npower League One table with back to back victories. This was their first home win of the campaign and manager Paul Dickov was delighted with the Latics' all-round play.
He said: "We know we are a good footballing side, but there are other parts of the game that you need to do just as well. Without the ball we pressed, we worked hard and we kept a magnificent team shape. Nobody could begrudge us this result and if anything we could have scored more than three goals."