Lambert believes the club still has the reputation to attract stars - but acknowledges it is all down to finances and how heavily chairman Randy Lerner backs him.
He said: "You're always looking to try and improve but a lot will have to do with finances. But we have to go strong. We have to improve. We have to build and be better, we have to go higher.
"I never wanted this, that's for sure. You have to get it up there. We've got to try and finish as high up as we can because, obviously, the finances get stronger.
"A lot will depend on finances, as to what you can do. I'm sure myself, Paul Faulkner and Randy will sit at end of it and see what we can do. That's the crux of it."
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