(looking at similar issues on my boat) The "standard" engine controls (as shown in the pic) makes the cable PULL for fwd, PUSH for reverse.
You have three options:
1. Rotate the shift lever on the transmission and make a custom bracket so pulling the cable will shift into fwd.
2. Get the "reversed" engine controls from Edson - it has the shift lever kinda sideways, and it makes the cable PUSH for fwd.
3. Just hook it up and live with the fact that your shift control is backwards (ie you pull the lever BACK for fwd, push it FORWARD for reverse)
I did #3 on one boat: it works but it's confusing and may lead to disaster when you shift into fwd when you mean to shift into reverse. Picture Will Smith starting out flying the Flying Saucer in Independence Day...
I'm doing #1 on my boat.
druid