I ran into this same issue with a project I was working on. The problem was
that I originally had my xml base file as something like:

<people
<person
<name</name
<phoneNumber</phoneNumber
</person
</people

When mapped to the data in the corresponding Excel columns, I would only get
the first row of data.

However, if you take your xml base file and add another "Person" entry, like
so:


<people
<person
<name</name
<phoneNumber</phoneNumber
</person
<person
<name</name
<phoneNumber</phoneNumber
</person
</people

Excel will know that the "person" tag (and, its child nodes) is meant to be
used multiple times. Coincidently, in the tree view of the XML data on the
right-hand window of the excel screen (the one you get from going to
DataXMLXML Source...), you'll notice that the "file folder" icon associated
with the "Person" Tag will have a small blue square with a white "down" arrow
in it signifying that it is meant to be a repeated with different data.

Hope that helps.

Thanks,

Jack