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Create a new solution adding the existing sitemap.
Export the solution as Unmanged.
Extract the solution zip file and open up customizations.xml in Visual Studio and add the schema customizationsolution.xsd (from the SDK schemas folder) if you need to.
Make the changes below
Original:
<Area Id="SFA" ResourceId="Area_Sales" Icon="/_imgs/sales_24x24.gif" DescriptionResourceId="Sales_Description" >
<Group Id="SFA">
<SubArea Id="nav_leads" Entity="lead" DescriptionResourceId="Lead_SubArea_Description" GetStartedPanePath="Leads_Web_User_Visor.html" GetStartedPanePathAdmin="Leads_Web_Admin_Visor.html" GetStartedPanePathOutlook="Leads_Outlook_User_Visor.html" GetStartedPanePathAdminOutlook="Leads_Outlook_Admin_Visor.html" />
</Group>
</Area>
Amended:
<Area Id="SFA" ResourceId="Area_Sales" Icon="/_imgs/sales_24x24.gif" DescriptionResourceId="Sales_Description" >
<Titles>
<Title Title="Membership" LCID="1033"/>
</Titles>
<Group Id="SFA">
<SubArea Id="nav_leads" Entity="lead" DescriptionResourceId="Lead_SubArea_Description" GetStartedPanePath="Leads_Web_User_Visor.html" GetStartedPanePathAdmin="Leads_Web_Admin_Visor.html" GetStartedPanePathOutlook="Leads_Outlook_User_Visor.html" GetStartedPanePathAdminOutlook="Leads_Outlook_Admin_Visor.html" />
</Group>
</Area>
