I recently used spiked chain-wielding hobgoblin Fighters against the party last session and they made a mess out of even the nigh-impenetrable Dwarven Defender. How, do you ask? They disarmed him! They took his dwarven waraxe, his shield and tripped him while beating the living crap out of him. So much for AC 50 when you're lying down with no weapon and no shield
Voted tactics. But it's good to have variety in any case. Quite often it depends on the particular needs of the characters. Generally we all lean toward something "cinematic", so lots of tactics, but if they are in a hurry... damage all the way.
In the end, though, my character looking "cool" trumps both. Of course, if I can achieve all three at once, even better!