1. A method, comprising: receiving a service description associated with a BPM (“business process management”) service during a tooling stage, wherein the tooling stage is performed at design-time before run-time; automatically determining at the tooling stage an input data mapping rule from a first caller context to a service context associated with the BPM service at least in part by transforming the service description, and associating with the service description, at the tooling stage, at least an indication of executable instructions for mapping input data between the first caller context and the service context; creating a service binding data consumer at a run-time stage based at least in part on the service description; and automatically executing the BPM service and the input data mapping rule between the first caller context and the service context during the run-time stage, based on the indication of executable instructions for mapping input data.