The process by which many sales leads are narrowed down to a smaller number of actual sales is often referred to as a sales funnel. The idea behind the funnel image is that many sales leads enter into the wider top of the funnel, but as a result of exclusions, specific targeting criteria, and customer choices, only some of them will actually emerge from the narrow end of the funnel and result in sales. This presentation focuses on a specific application of SAS, namely how to structure a SAS data set to facilitate sales funnel analysis, and how to analyze this data to find expansion opportunities in any industry to which the sales funnel concept is applicable. With a properly structured data set, the SAS code needed for sales funnel analysis is straightforward, and can generate significant return on investment. The waterfall is a key concept in sales funnel analysis, and it will be covered, but this paper will focus on increasing the number of waterfall survivors rather than the technical aspects of creating a waterfall chart in SAS.