The Wigan striker has scored only four goals so far this season, although he did lead the line well against Bolton in the recent 2-1 win at the Reebok and Martinez is hoping there is more to come from the Argentinian.
"We all know the potential Franco has as a player, but he has only shown flashes of the real quality I know he possesses," Martinez told the Wigan Evening Post.
"He's still a young man, but he's clearly ready to take on more responsibility.
"Probably the biggest challenge for Franco is to show that kind of performance on a regular basis in the Premier League.
"If he can do that, his football - and that of the team - will go on to a different level. He will develop into some player.
"And I'm not just talking about club level. I'm talking about the international level. And that's a fantastic target to have."
Scoring goals has been a problem for Wigan this season, but Martinez feels goals are just around the corner.
"We haven't been able to score enough goals this season - that's been our problem," he added.
"However, I do feel now that we have started to create a lot more chances.
"We're creating numerous chances per game, and we're now at least in a position where you can see the goals are coming.
"Look at some of the games before Christmas - for example against Fulham when we were the best team by a mile yet lost 2-0.
"Now we have turned the corner, I feel we are getting more and more bodies forward, and I feel it's just a matter of time before we get the rewards we deserve."
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