I *generally* go slow down when I think the other team is better than mine.
I *generally* go uptempo when I think my team is better than the other team.
I'll occasionally look at starters/bench strength as jpmills does if I have time, but the above makes sense to me because if I have the better team, I want to increase the number of possessions, with the thinking that over the longer term/larger sample the better team wins more often. If I have the worse team, I want to "shorten" the game as much as possible, so that a couple lucky bounces/shots can help me perhaps steal a win.