Credit readiness is when the borrower’s credit worthiness is ‘visible’. It requires proof of business health, positive display on future growth, record of strong business relations and evidence of consistent cashflows. It is what encourages financial institutions to confidently lend and thus, allows MSMEs to consume credit.
Conducting a cost & benefit analysis on marketing can be greatly frustrating. As when return and spend cannot be neatly displayed for judgement, it disrupts a CFO’s entire way of functioning. Discomfort further rises when the question of, “Will investment will lead to more sales?”, is answered by a sincere, “It depends”