All package actions in Content are started from the delivery folder, so you should go to this folder first.
$ cd ecms/delivery
Package WCM standalone version - Tomcat bundle
$ cd wcm/assembly $ mvn clean install
Package WCM with workflow enabled - Tomcat bundle
$ cd wkf-wcm/assembly $ mvn clean install
Make WCM EAR packages to run with jBoss
$ cd wcm/assembly $ mvn clean install
Make WCM extension EAR
$ cd packaging/wcm/ear $ mvn clean install
Make WCM demo sites EAR
$ cd packaging/ecmdemo/ear $ mvn clean install
Make workflow EAR
$ cd packaging/workflow/ear $ mvn clean install