it is a word in french ;)

It would translate to overperforming. Compared to what? No one knows. It is oddly very used as a buzzword in marketing.

If so (I could be wrong), maybe it is not marketing but "pardon my french" juste like "idiot savant", "touché" and other french words that appears in the mouth of some that wants to look smart: it make us laugh very hard as a mix of posture and failure.