A friend of mine owned a cinnamon roll shop in the 1990s.
I once watched him make the rolls.
He put all of the dough ingredients–which seemed to include an awful lot of yeast and no enrichment (no butter, no shortening, no milk, no oil)–into the Hobart mixer and mixed the dough very thoroughly. He then rolled out the dough without bulk fermenting it, filled it with cinnamon-sugar-butter, sliced the rolls and panned them, put them in the retarder to proof, then baked them.
These were fantastic cinnamon rolls too.