Not sure if this is the place place to put this as more of a speculative post. But I think there may be a case to fully split up the CrossCountry franchise - so that services can operate more reliably and better scheduled with connecting local routes. One of the main problems is that given the length of many services, disruptions can sometimes cause delays in a completely different part of the country. While the current services can cover longer journeys on one train between a range of destinations, it will always be impossible to satisfy everyone, with the timetable having been scaled back in recent years to some destinations. In my opinion, having to change once or twice would be far preferable if it meant a more reliable service, and possibly more frequent services on each section too (plus trains longer than 4-cars on busier services).
Operationally it could help too, making better use of resources such as rolling stock, including using electric or bi-mode trains where possible. Plus as has been mentioned previously here, better integrate with other services on the same tracks or within the same region - which would be simpler from a passenger's perspective in terms of timetables, ticketing, promotions etc. The core long distance north-south sections might be a better fit as part of the east and west cost franchises, while the remaining XC sections could be better integrated into the relevant mixed-service TOCs.
The main obstacle is where to terminate trains if services are split up. Birmingham is clearly the most logical place, served by all XC services, and with plenty of other interchange possibilities to a range of destinations. There's no capacity available at New Street, however if/when Moor Street Station gets redeveloped, this could be a good opportunity to assess the XC network, with new curves of track allowing services from the SW and NE of Birmingham to divert into Moor Street.
So my suggestion would be:
GWR to take over Birmingham to Bristol and the South West. Possibly Birmingham-Cardiff too, though that could go to Transport for Wales instead? XC's Voyager fleet would move to GWR, also taking over their existing services between Cardiff and Penzance. 800s/802s would therefore only remain on routes to/from Paddington.
GWR's spare 80Xs would then transfer to LNER, who would take over the Birmingham-Leeds-Edinburgh services. And EMR would take XC's 170s, covering the services from Birmingham to Leicester, Nottingham and Stansted.
I think the remaining sections would be best covered by Avanti, who could introduce a half-hourly standardised service between Manchester and Reading. This would require some additional bi-mode Hitachis to be added to the order, making use of Coventry-Manchester being electrified. Terminating at Reading would simplify the service pattern, allowing interchange to many non-London destinations in the South. SWR would need to introduce a Reading-Southampton/Bournemouth service alongside, these could use some 158s displaced from another TOC, maybe also incorporating GWR's Reading-Basingstoke stoppers?