Latics have been unable to agree terms on a new contract with Rodallega so far but, rather than seek to get money for the striker while he can, Martinez feels it is important to keep him at the club - even if he ends up leaving for nothing when his deal expires in the summer.
"We are going to leave the contract talks for now," Martinez said.
"In our position we haven't got the money other clubs have got to go out and spend but we don't have to sell if we don't feel it is right for the club.
"It's more important for us to keep Hugo playing for us until the end of the season than try to cash in."
Rodallega ended his five-month wait for a goal in Wigan's last Premier League outing against Sunderland and Martinez is backing the 26-year-old to be close to his best when the Latics host table-topping Manchester City on Monday evening.
He said: "Hugo has it in his DNA to rise to the big occasion. It is in his nature to relish these games against the top sides, and he has done it again and again. He loves to compare himself with the best in the world.
"It is something he has done with the Colombian national team and he has carried that on here, playing in the best league in the world.
"That is why Hugo always plays with a smile on his face. Even when the goals weren't coming, his attitude has always been faultless.
"But we have to be aware that we cannot always put extra pressure on him, to look to him to win games on his own. That is unfair, especially when he has had a bit of a stop-start season with injuries.
"But he is fully fit now, he has looked sharp in training and I think we will see the best of him in the second half of the season.
"Any player can have a dip in form - but in the last two Premier League games, Hugo has shown he has come out of his bad patch."