Add brown sugar, cinnamon and salt to a medium-sized mixing bowl and mix until combined. Set aside.
Punch down the dough.
Transfer to a floured counter or cutting board. (I use a large wooden cutting board.) Lightly flour the top of the dough and a rolling pin.
Roll out dough to a large rectangle (About 14 x 18 inches).
Spread softened butter over the dough, leaving 1/2-inch on the edges for sealing.
Pour the cinnamon roll filling out onto the buttered dough. Spread it out with a knife or small spatula.
From the long side, roll dough into a log, rolling away from you, until completely rolled.
Butter a 9 x 13-inch metal pan with a paper towel. Set aside.
Using a large serrated knife, cut cinnamon rolls into 12 equal pieces using a sawing motion with your knife.
Arrange rolls in buttered pan slightly spaced apart.
Cover rolls with plastic wrap and a tea towel and let them rise for 30-45 minutes until the rolls are puffy and touching.
Preheat oven to 350°F.
Drizzle 2 tablespoons of heavy cream evenly over the rolls. (This really helps them to reach their gooey potential.)
Insert an oven thermometer into the middle cinnamon roll. (I highly recommend using a thermometer so you don’t overbake your rolls. I like to make sure mine are doughy and gooey.)
Bake cinnamon rolls until tops are pale golden, the centers are very soft when pressed and the thermometer reads 175-178°F. If you don’t have a thermometer, about 22-28 minutes. I recommend to start checking them after 22 minutes.If you like your cinnamon rolls a little less doughy and more fully set, bake until the tops are golden brown, the edges are fully set and the thermometer reads 180-185°F, about 25-32 minutes. Start checking after 25 minutes. Once the rolls are baked, let them cool for 10 minutes while you make your cream cheese icing.