Sarah Evans joins the show to break down how communicators and CMOs can earn real visibility inside LLMs—not by chasing dashboards, but by building machine-readable authority through owned media and what her team calls "AI notices." The conversation covers the shift from keywords to prompt clusters, why owned content outranks earned media as a primary LLM source, the 28-day recency cycle that keeps citations alive, and why human writers remain the non-negotiable layer in an AI-optimized content system. Evans also gets into the operational reality of scaling beyond a founder-led agency, the limitations of current measurement tools, and what CMOs need to understand about a landscape where no one can see actual user prompts—but you can still prove impact.