Lead-based marketing, or commission advertising, means you only pay for the results. What has always been a dream in print advertising is now a reality on the Internet. Lead-based marketing works because it requires a commitment from both parties in order to succeed. If you win, we win. If you lose, we lose. The variables in most marketing plans can vary wildly, making budgets difficult to plan. Lead-based marketing takes the guesswork out of the cost/booking equation. If you know the percentage of people who book after requesting a brochure, then you know the monetary value of a lead.