If they want to reach the next level they need to build on what they've accomplished thus far and not regress, Liverpool is different because they were a successful club with a large fanbase. It's not about CL money, but about fame, reputation, and improving one club's reach.
Years ago Aston Villa and Everton were up there and were replaced. I'm not saying they were at Spurs level, but it's more important for less successful club to achieve important positions higher up if they want to remain up there