The standard is B (rollers on bottom and right), but C, E, & F all can work with either swapping wires from their standards, or remapping in mame (but then TB won't work well in windows).
B and F are best for tilted CPs, and games like Marble Madness where most rolling is downward.
C & E, OTOH, are okay with flatter CPs. I'd guess they are also better for GoldenTee or other all upward games (if CP it's tilted too much), but my (quick & not messured) tests didn't show noticable differences. -edit- And most GT cabs follow the standard ("B").