1. A method comprising: displaying a report in a view in a graphical user interface, the report including a first report section displayed in the view in the graphical user interface, the first report section displayed in the view including: (i) a table having a plurality of rows and a plurality of columns and (ii) data that populates a contextual element, indicates a context of the first report section and is displayed in the view at a location outside of the rows and the columns of the table; receiving, via the graphical user interface while displaying the report in the graphical user interface, a request to create a first submission control; creating the first submission control in response to the request, received via the graphical user interface while displaying the report in the graphical user interface, to create the first submission control; receiving, via the graphical user interface while displaying the report in the graphical user interface, a request to associate the first submission control with a software service; associating the first submission control with the software service in response to the request, received via the graphical user interface while displaying the report in the graphical user interface, to associate the first submission control with the software service; receiving, via the graphical user interface while displaying the report in the graphical user interface, a selection of a cell in the table, the cell associated with a data dimension and with the context of the first report section; receiving, via the graphical user interface while displaying the report in the graphical user interface, a request to associate the cell with a first input parameter of the software service; associating the cell with the first input parameter of the software service in response to the request, received via the graphical user interface while displaying the report in the graphical user interface, to associate the cell with the first input parameter of the software service; receiving, via the graphical user interface while displaying the report in the graphical user interface, a request to associate the contextual element with a second input parameter of the software service distinct from the request to associate the cell with the first input parameter of the software service; and associating the contextual element with the second input parameter of the software service in response to the request, received via the graphical user interface while displaying the report in the graphical user interface, to associate the contextual element with the second input parameter of the software service; wherein the first submission control that is created in response to the request, received via the graphical user interface while displaying the report in the graphical user interface, to create the first submission control, comprises a first button located in the first report section of the report; wherein selection of the first button located in the first report section of the report causes invocation of the software service and passage of first data of the report as input parameters to the software service, the first data including: (i) data populating the cell in the table and (ii) the data that: (a) is displayed in the view at a location outside of the rows and the columns of the table and (b) populates the contextual element that was associated with the second input parameter of the software service in response to the request that was distinct from the request to associate the cell with the first input parameter of the software service and received via the graphical user interface while displaying the report in the graphical user interface; wherein the report further includes a second report section displayed in the same view as the first report section; and wherein associating the cell with the first input parameter of the software service comprises: creating a mapping of input parameters of the software service to data dimensions associated with report elements, the method further comprising: receiving, via the graphical user interface while displaying the report in the graphical user interface, a request to create a second submission control; creating the second submission control in response to the request to create the second submission control; wherein the second submission control comprises a second button located in the second report section of the report; wherein selection of the second button located in the second report section of the report causes invocation of the software service and passage of second data of the report as the input parameters to the software service; wherein the first data is based on the mapping and the context of the first report section with which the cell in the table is associated, and wherein the second data is based on the mapping and a context of the second report section; the method further comprising: receiving, via the graphical user interface while displaying the report in the graphical user interface, a request to create a third submission control; and creating the third submission control in response to the request to create the third submission control; wherein the third submission control comprises a third button located in the report; and wherein selection of the third button located in the report causes invocation of the software service and passage of the first data of the report and the second data of the report as the input parameters to the software service.