difference between runner class and maven

What is the different between running a
test from maven and cucumber test runner class?

In my project I use cucumber + Junit. to
generate reports, I use maven-cucumber-reporting.
This report is only generated when 
I run my test as a maven lifecycle verify.
Becuase this is how it works according to
its configuration. 
So if I run my test from runner file, 
it does not trigger the maven lifecycle.
It only runs that test. In order to run
any maven lifecycle we have to run 
as a maven command which starts with 'mvn'.