Today's business processes have to address many, complex requirements. Mass customization leads to personalized, contextual products being offered by governments and enterprises and, as a result, the business processes for selling and offering these products are divers and contextual as well. At the same time, regulations in the area of compliance and a growing rate of change introduce additional complexity. These developments pose major challenges to the field of business process modeling. Conventional process modeling, in terms of activities and the flow they are executed in, has proven to lead to complex and often rigid business processes.