153 step six: Measure 08 " What is now proved was once only imagined. WiLLiaM BLaKe In this chapter, you will learn: why measurement is important; how to set marketing metrics that align with strategic objectives; special considerations for B2B marketing. popular phrase is `What gets measured, gets managed,' and that is true. However, in the world of marketing, even more than just measurement is required. Marketing metrics need to express objective, measurable results in the language of the business, such as revenue and ROI. Step Six, Measure, is all about producing the quantifiable results in the most relevant way: the language of the business. Our real-world example here is based on a highly metric-driven ­ and successful ­ company, Caesar's Entertainment. a Caesar's entertainment Remember when Rome fell? The equivalent shock happened in July 2004 when Harrah's Entertainment announced it would acquire Caesars Entertain- ment, an institution that once symbolized the glamour and wealth of Las Vegas.