Preheat the oven to 200°F/93°C (to help the cinnamon rolls rise), and line a metal 9x13-inch pan. If you're making these the day before, don't preheat the oven. Set aside.
Place the dough on a lightly floured surface and roll it into a large rectangle that's about 24 in x 18 in. Spread 2/3 of the filling in a thin layer across the dough with an offset spatula or butter knife.
Mix 1/4 cup of heavy cream into the remaining filling, then spread it onto the bottom of the prepared 9x13-inch pan to give them deliciously sticky bottoms.
Use a rolling pastry cutter or pizza cutter to cut 12 equal strips that are about 2" wide - this is why it's important that the dough is 24" wide! If it's shorter, you may need to cut your strips a bit more narrow. Then roll each cinnamon roll up individually. Place them in the prepared 9 in x 13 in pan. You can also roll the dough into a log and cut each piece with a knife or dental floss if you prefer!
If you are making these cinnamon rolls the night before, cover the cinnamon rolls tightly with plastic wrap and place them in the fridge overnight. The following morning, take them out of the fridge and preheat the oven to 200°F/93°C. Then turn off the oven, cover the rolls with foil, and place the rolls in the oven for about 30 minutes until they've risen.
If you make these the morning of, turn off the oven, cover the rolls with foil, and place them in the oven to rise for about 30 minutes. MAKE SURE YOU'VE TURNED THE OVEN OFF. We want a nice cozy place for the rolls to rise, but we don't want to bake them yet.
At this point, they should look puffier and have grown about twice in size. Preheat the oven to 350°F/175°C. Then bake the rolls for 24-28 minutes, or until they're just starting to brown. Rotate the pan halfway through to help them bake evenly.