Make the filling by mixing together the softened butter, brown sugar, and cinnamon.
Add baking soda, baking powder, and salt to the dough. Mix with the dough hook or your hands for about 5 minutes.
Scrape the dough out onto a lightly floured surface. Using a rolling pin, roll a large rectangle that's about a quarter of an inch thick.
Evenly spread the filling over the top of the dough, leaving a little space on each long side to pinch the seam together. Then slowly roll the dough up, as tightly as you can.
Cut the dough into equal pieces using thin string, unflavored floss, or a very sharp knife.
Arrange the cut rolls into a 14-inch cast iron skillet or glass baking dish, and pour cream over all the rolls. (optional) Cover with a tea towel, preheat the oven to 375, and do a final rise for about 30 minutes.
Bake in the 375 degree oven for 22-25 minutes.