Preheat the oven to 350 F and place a rack in the center of the oven. Or just below if the heat comes from the top of the oven.
Line your loaf pan with a parchment paper sling that reaches from one long side to the other.
Once the dough has chilled (it won't grow much but should be a little puffy), or doubled in size at room temperature, unwrap it and tip it out onto a lightly floured work surface.
Roll it out to a 10" x 18" rectangle. Try to keep the dough as right angled as possible while rolling it out and use flour as needed to keep the dough from sticking.
Spread the cinnamon sugar butter over the entire surface of the dough.
Roll the dough up, starting with one short side. Roll it up tightly but make sure not to squeeze out the filling.
Once fully rolled, seal the edge of the dough to the roll by pinching the dough to the roll. Give the roll a few squeezes while also ever so slightly stretching it out.
Use a long sharp knife to cut the roll in half lengthwise. Open the two halves so that the cut sides are face up. Cross the two halves over one another creating an X.
Then, twist the two halves together keeping the cut sides face up. Pinch the ends of each half together to keep it from untwisting. Then twist the other half together and repeat pinching the ends.
Tuck the ends under the twist and lower it into the pan. You will have to scrunch the twist together a little to make it fit which will make the twist fatter. Gently press the twist down so that it reaches the sides of the pan.
Cover the pan with plastic and set aside for at 30-45 minutes to proof until puffy.
Once puffy crumble and gently press the crumb topping onto the top of the babka.