1. A system for executing a business objective, comprising: a memory that stores executable components; a processor, operatively coupled to the memory, that executes the executable components, the executable components comprising: a template database configured to store a plurality of activity templates representing generalized activity sets; a graphical interface configured to receive first input selecting a parameter of an activity template of the plurality of activity templates, and second input selecting a controller tag of an industrial controller to map to the parameter of the activity template to yield a bound activity set; an activity set database configured to store the bound activity set as one of a plurality of activity sets, the plurality of activity sets defining respective workflows capable of execution by one or more manufacturing and execution systems (MES); a context monitoring component configured to monitor availability statuses for a set of machines deployed within an industrial environment; a gateway component configured to receive a message defining a business objective; a simulation component configured to perform multiple simulations representing execution of the business objective under multiple different control scenarios to yield respective simulation results, wherein performance of the multiple simulations is based on an organizational model of the industrial environment, and wherein at least one constraint of the simulations is set based on the availability statuses; a mapping component configured to match the message to a selected activity set of the plurality of activity sets based at least in part on the business objective and a comparison of the respective simulation results; and an execution component configured to execute a workflow defined by the selected activity set.