Line a 9x13 baking pan or casserole dish with parchment paper.
Dust the counter with flour and transfer the dough to the counter. Using a rolling pin, roll out the dough to a 12x22-inch rectangle.
In a small bowl, mix the softened butter, softened cream cheese, brown sugar and cinnamon until well combined.
Scoop the cinnamon butter mixture throughout the rolled-out dough and then evenly spread, covering all the dough in the cinnamon butter.
Method 1- Starting with the 22-inch side, with a knife, divide the dough into 12 pieces, marking as you go. With a sharp knife or pizza cutter, cut along the marks creating 12 even sized strands.
Carefully, start rolling a strand into a tight round bun, pinching together the dough at the end to seal the roll. Repeat the process to create 12 cinnamon rolls.
Method 2- Starting with the WHICH SIDE-inch side, roll the dough tightly, forming a log. Once you have a log shape, evenly cut into 12 rolls with a sharp knife. (Be careful not to smush the rolls when cutting.)
Carefully transfer the 12 cinnamon rolls to the lined baking sheet, cover with a kitchen towel and let rise for another hour. (Or cover and let rise in the fridge for up to 12 hours.)