It's not essential that the cash balance grows, but you'll typically want to see an increase in operating cash flow. A business that is losing operating cash flow will have to raise money through debt or equity or sell assets if it doesn't have cash on its balance sheet.
A company losing money in operating cash flow is probably still in its early growth phase or in decline. If operating cash flow is negative and the overall net change in cash is also negative, the business could be headed toward bankruptcy.
However, you'll want to consider other factors, such as the overall cash and debt balance, operating income, and whether the business is growing or not.
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