Knead the dough a few times, then roll it out to a large rectangle about 1/8-inch thick.
Smear the softened butter all over the surface of the dough.
Stir the brown sugar and cinnamon together in a small bowl, then spread the mixture in an even layer over the buttered dough.
Starting with one of the shorter sides of the rectangle, roll the dough up into a tight log.
Cut the log in half, then into quarters, then cut each quarter into 3 equal rolls.
Place the rolls (cut side up) in the prepared baking dish, then cover with plastic wrap and refrigerate for up to 48 hours, or freeze for up to 2 weeks (optional; skip to step 8 if desired).
Remove the unbaked sticky buns from the refrigerator and allow them to come to room temperature (approximately 45 minutes).
Allow the sticky buns to proof until doubled in size (approximately 1 hour).
Preheat the oven to 350 degrees F.
Remove the plastic wrap and bake the sticky buns until puffed, golden brown around the edges, and set in the middle (approximately 30 to 35 minutes).
Cool the sticky buns for 20 minutes in the pan, then flip them out onto a serving platter and allow to cool completely.