Systems and methods of improving business processes are described. These systems and methods enable service providers to improve the quality of services delivered to customers and employees by improving service execution through the optimal selection of resources (e.g., internal resources or external resources, or both) that are invoked to execute the delivered services. In one aspect, process execution data is accessed. Business process instances are classified in accordance with a quality taxonomy. A predictive model including a set of rules for scoring business process outcomes at different stages of the business process is built based upon the classified business process instances. In another aspect, process entities to be invoked at stages of an active business process instance are selected based upon the predictive model. In another aspect, a user is prompted to define a quality taxonomy for classifying outcomes of instances of a business process.