Cable doesn't weld by smashing it. Not all cable will weld well, either. Some will weld and then come apart. Gotta have the right cable. Hot, hot, hot is very important. As it was originally described to me: when you thinks it hot enough, go have a cup of coffee and wait awhile more.
It definitely works best to keep it in the round and tap tap tap, slowly closing it up. Lots of flux, a couple twists at the beginning. Work only a little bit per heat, not along the whole piece. Eventually it will feel like a real solid rod. I use the shelf on the anvil as a "backstop" and a 1000g hammer. Turn it every couple of hammer taps. Eventually you'll get a feel for it.
If you aren't sure of the useability of your cable for wire damascus, buy a piece from Sheffield or Darren Ellis. Best to learn on known materials.