Barring another 'All-in' offseason spending spree, which I don't see happening, then yes I think this team needs an overhaul.
I would let AJ, Peavy, Youkilis, Liriano, etc. walk and try to move some pieces. I like some of the young pitchers we have, but where are our young, impact position players? Where is this team's Ryan Braun, Mike Trout, Andrew McCutchen type player(s) who can be the face of the franchise? Our hitters aren't getting any younger and I doubt Konerko, Rios, Dunn are around next time this team realistically can compete for a title.
I agree marketing needs an improvement too. I said in another thread Brooks and his ideas have gone stale or are not working. New blood is badly needed here.