Heat oven to 375°F. Spray 13x9-inch pan with cooking spray.
In small bowl, mix butter, brown sugar and orange peel. Pour butter mixture into pan; top with 1/2 cup of the pecans.
In small bowl, mix sugar and cinnamon. Separate dough into 10 rolls. Cut each into quarters. Place dough pieces in sugar mixture; toss to coat. Arrange in single layer in pan.
Bake 20 to 25 minutes or until golden brown and no longer doughy in center. Drop icing by teaspoonfuls over top of coffee cake; sprinkle with remaining pecans. Cool in pan 10 minutes. Cut into squares. Serve warm.