Smoke,
I did one to two runs per week that I classed as fast. Tempo (lactate threshold runs), intervals, or a marathon paced session. I do a max of 2 hard sessions per week.
The book Scooby mentions is really good at explaining the purpose of each type of session, and how it targets different parts of your physiology. Definitely recommended for a sub 3 attempt.
When I am not bothered about pace, I display heart rate on my Garmin. My long run at the weekend was at 70% mhr - nice and gentle. During marathon training I run slightly harder