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Make your team an interesting place to work, improve product market fit, get word out that your product solves problems, listen to the market for feedback
Indeed product marketing is a mission on its own. Perhaps there is a market fit problem or the need no longer exists. For example, with O365, many corporate collaboration, DMS, and even project management tools lost their relevance. You see similar things happening in BFI, Healthcare and even in logistics (eg. bar code printing software).
Are you on my product team?
To be fair this describes all of Deloittes products
"we struggle to keep a team"
I recommend Ask Your Developer by Lawson for how to keep devs happy
Coach
“no investment, can’t hire” and you wonder why the customer-facing product is suffering in the marketplace?
Does your product actually solve a problem?
Products that I have seen typically get given away if they are owned by the consulting firm. If the team that created the product is under the same leadership selling the project to the customer then it gets charged out. Others don’t see the value (especially if they don’t understand the product). When push come to shove in negotiations giving away the product is usually the first concession.
Are there many substitutes? What does the market for the product look like?