The answer can be found in the FAQ. The full answer is here: http://article.gmane.org/gmane.comp.java.maven-plugins.mojo.user/1307
<plugin>
<groupId>org.codehaus.mojo</groupId>
<artifactId>exec-maven-plugin</artifactId>
<version>1.2.1</version>
<executions>
<execution>
<id>id1</id>
<phase>install</phase>
<goals>
<goal>exec</goal>
</goals>
<configuration>
<executable>cmd1</executable>
</configuration>
</execution>
<execution>
<id>id2</id>
<phase>install</phase>
<goals>
<goal>exec</goal>
</goals>
<configuration>
<executable>cmd2</executable>
</configuration>
</execution>
</executions>
</plugin>