Commercialization, dynamic marketing, is basically the merger of sales and marketing, and right now it is an investment opportunity. However within 2 years it will be a need to do cost - just to maintain status quo or business as usual.  So in short this is a cost your are going to have to swallow either way. The silver lining is, do it now and you will increase sales and thus growth. Put it of and it will be a maintenance cost you have to do to stay alive.