Embodiments of the present invention provide techniques for facilitating collaboration between participants of a process supported by a software application (e.g., a business process supported by a business application). According to one set of embodiments, a request to initiate a collaboration session for a transaction of the process is submitted through a user interface of the process itself within the software application. The collaboration session is then initiated using process and transaction context information retrieved from the software application. In some embodiments, portions of the process and transaction context information are made available to participants in the collaboration session. In further embodiments, the transaction and process context information is used to automatically match the initiator of the collaboration session with one or more appropriate collaboration participants. In this manner, the operational inefficiencies and delays associated with prior collaboration methods may be minimized or avoided.