In an era of neoliberal reforms, academics in UK universities have become increasingly enmeshed in audit, particularly of research "outputs." Using the data of performance management and training documents, this paper firstly offers an analysis of the role of discourse in redefining the meaning of research, and in colonising a new kind of entrepreneurial, corporate academic. In the second part of the paper, we narrate a case study of resistance to management by metrics. In 2015, Newcastle University managers introduced a new set of research "expectations" known as "Raising the Bar," which the academic body were able to act collectively to resist. The collective refused the imposition of individual targets and refused to subordinate academic values to financial ones. There was a successful negotiation with management, and in July 2016, Raising the Bar was rescinded in favour of collegial action to work towards research improvement. [This article was written with the assistance of The Analogue University Writing Collective.]