I think they've done a decent job so far this offseason and last. The Twins deal and signing Percival this, and getting Iwamura and Pena last season, is an indication that they won't be cellar dwellars forever. Already they are better than the O's and possibly the Jays. They aren't quite the Yankees or Red Sox, but a new stadium and possible move for the Marlins, could mean more revenue for the Rays to work with.
I guess the new stadium brings the revenue. Iwamura was a great pickup for them. He's a great player and seems to fit in very well down there. But of course it's very hard to make a move up in the AL East when you have two perennial playoff teams there already.