First of all, this is such an interesting fight. We have no idea which Martinez will show. A recovered Martinez should be too much for Cotto, but I think Cotto can beat a diminished Martinez. If Cotto becomes the lineal MW champ, he is in incredible position to make a ton of money in his next fight. While some are far-fetched, let's just entertain the ideas:
1) Mayweather rematch - This fight just makes too much sense from both a money and a legacy standpoint. I think it's a no-brainer call for Floyd, one of his most exciting options and a chance to get that historical notch on the belt of being MW champ. Cotto will have plenty of leverage though.
2) Canelo fight - This is another big money PPV for Cotto. It will sell like crazy, though less than a Floyd fight would sell. If he was supposedly getting $15 mil for Canelo now, imagine when he is the champ and a Mayweather fight is an option.
3) Pacquiao rematch - This is a bit of a stretch, but I see Bob Arum at least trying to bid for another Top Rank fight for Cotto. This would be historic for Manny as well (they're not above asking for a catchweight of 155), and it would give Cotto a chance to avenge his KO loss. Plus it would give Top Rank another carrot to get Manny to re-sign. If nothing else, Arum could use this chip to get Cotto more money at the table with Floyd. The biggest roadblock, which is most probably a deal-breaker, is that both are trained by Roach.
4) Chavez fight - This fight is the biggest stretch, as it's doubtful if Chavez could make the weight. If he could, it would be an exciting fight that would continue the Mexico-Puerto Rico rivalry (as would Canelo) and sell big time.
While it's certainly no given that Cotto wins and that the other guys win their next fights, it sure will be fun to watch the aftermath of such a victory. While it seems so obvious that a Mayweather rematch would happen next, you just never know. What do you think Cotto would do if he were to beat Martinez?