If your exported Revit IES lights have incorrect tilt angles or incorrect IES Web Distributions orientation in 3ds Max, this is due to a known issue.
This problem occurs in Revit version 2011 and earlier importing to 3ds Max version 2011 and earlier. You can find a fix for this problem in Revit 2011 UR1 and 3ds Max 2011 SP1.
Click Autodesk Revit Architecture Services & Support to go to the Revit Updates page.
Click Autodesk 3ds Max Services & Support to go to the 3ds Max Updates & Service Packs page.