<project>
    <modelVersion>4.0.0</modelVersion>
    <groupId>com.me.test</groupId>
    <artifactId>demo</artifactId>
    <version>1.0</version>
    ..
    ..
    <profiles>
        <profile>
            <id>with-scm</id>
            <build>
                <plugins>
                    <plugin>
                        <groupId>org.codehaus.mojo</groupId>
                        <artifactId>buildnumber-maven-plugin</artifactId>
                        <version>1.0</version>
                        <executions>
                            <execution>
                                <phase>validate</phase>
                                <goals>
                                    <goal>create</goal>
                                </goals>
                            </execution>
                        </executions>
                        <configuration>
                            <doCheck>true</doCheck>
                            <doUpdate>true</doUpdate>
                        </configuration>
                    </plugin>
                </plugins>
            </build>
        </profile>
    </profiles>
</project>

mvn -Pwith-scm package

<project>
  ..
  <properties>
    <buildnumber.plugin.phase>validate</buildnumber.plugin.phase>
    ..
  </properties>
  ..
  <plugins>
    <plugin>
      <groupId>org.codehaus.mojo</groupId>
      <artifactId>buildnumber-maven-plugin</artifactId>
      <version>1.2</version>
      <executions>
        <execution>
          <phase>${buildnumber.plugin.phase}</phase>
          <goals>
            <goal>create</goal>
          </goals>
        </execution>
      </executions>
      <configuration>
        ..
      </configuration>
    </plugin>
  </plugins>
  ..
</project>

mvn install -Dbuildnumber.plugin.phase=none