Once it has doubled in size, turn out the dough onto a lightly floured work surface. Lightly sprinkle the top of the dough with flour.
Lightly flour a rolling pin and roll the dough out into a rectangle measuring about 16x12" and about 1/4" thick. (It's okay if the measurements aren't exact, what is important is the rectangle shape.)
Use a pastry brush to spread the 1/3 cup softened butter evenly over the flattened dough. Sprinkle the cinnamon sugar mixture evenly over the dough making sure to get all the way to every edge.
Starting from the long edge, begin to roll the dough tightly to the other end.
Cut the roll into 12 equal pieces. The easiest way is to cut the roll in half, then cut those in half again leaving you with 4 equal pieces. Now cut each quarter into 3 equal pieces.
Place the cut rolls into a greased 9x13" baking pan. We arrange our rolls 4 by 3.
Cover the pan with a damp towel and allow to rise for 30 minutes or until doubled in size.
Preheat the oven to 375°F.
Heat the heavy cream until it is warm or slightly above room temp.
Once the rolls have doubled in size, pour the warm heavy cream on and around the cinnamon rolls. Allow the cream to soak in and around the rolls.
Bake in preheated 375°F oven for 22-25 minutes, until the rolls are golden brown and the middle rolls are cooked through.
While you let the baked rolls cool down, make the cream cheese frosting.